GANTIC Launches Innovative Programmatic Solution for Effective Audience Targeting

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Los Angeles, June 11, 2024 – GANTIC, a renowned curator of programmatic marketplaces, has recently unveiled its groundbreaking product, The Nexus. In collaboration with data and measurement company MediaMetrics, GANTIC has successfully developed a programmatic solution that effectively reaches diverse audiences, improving value performance and efficiency.

The Nexus is a first-of-its-kind programmatic solution that leverages contextual and cognitive data from numerous diverse-owned publishers and networks. With over 250 audience identifiers, The Nexus activates highly responsive private marketplaces (PMPs) directed towards meticulously curated audiences. Cross-channel reach includes CTV, video, display, native, and contextual advertising. With real-time dataset refreshes, comprehensive safety measures, and cultural relevancy testing, The Nexus establishes easily accessible, brand-safe, transparent, and highly effective connections with DEI audiences.

MediaMetrics’ cutting-edge syndicated measurement solutions provide marketers with valuable insights into consumer authenticity, cultural resonance, and diversity. Their proprietary metric, the Diverse Media Multiplier (DMM), serves as the driving force behind The Nexus by quantifying the potential increase in cultural affinity, trust, and sales generated by targeted media publishers. This empowers brands to forge higher quality connections across Asian, Black, Hispanic, People with Disabilities, and LGBTQ audiences, ultimately enhancing campaign performance.

“The Diverse Media Multiplier is more than just a tool; it’s a game changer for brands. Research proves that diverse-owned and targeted media can boost purchase intent by up to 56% when compared to mass market media. This increase in purchase intent is priceless for brands seeking to connect authentically with diverse audiences through culturally relevant communication,” said Marissa Hernandez, Co-Founder of MediaMetrics.

The Nexus represents GANTIC’s inaugural product release. As a subsidiary of Quigley-Simpson, a leading full-service agency, GANTIC aims to revolutionize the digital advertising landscape. The company’s approach is rooted in the principle that the most valuable audiences are those that respond more frequently, make more purchases, and exhibit long-term loyalty. GANTIC provides innovative solutions that prioritize audience targeting without relying on cookies, ensuring data privacy while adapting to multiple screens seamlessly.

Zara Patel, Director of Programmatic Marketplace Management & Sales at GANTIC, highlighted the importance of removing complexity to reach audiences effectively. “The current media landscape is fragmented, resulting in an increasingly complex consumer journey. At GANTIC, we simplify audience targeting by leveraging proprietary data that empowers our platforms to precisely identify highly responsive subsegments. The Nexus is an exemplification of this approach, combining scale and specificity to create the ultimate programmatic solution for brands today and in the future.”

In addition to The Nexus, GANTIC has plans to launch a series of response-driven marketplaces across various industries, including travel, consumer goods, not-for-profit, telecommunications, auto, insurance, and financial services.

About GANTIC: GANTIC was established with a mission to connect audiences at scale. Comprised of marketing professionals from agencies and brands, the company is dedicated to delivering authentic audiences through automated, measurable technologies. GANTIC offers precise audience crafting, real-time optimization, brand safety, transparency, data privacy, seamless integration, and global reach to maximize ROI for advertisers.

For more information, please contact:
Caitlin Burke
[email protected]
Source: GANTIC

GANTIC’s launch of The Nexus, an innovative programmatic solution for effective audience targeting, comes at a time when the digital advertising landscape is becoming increasingly complex. The Nexus leverages contextual and cognitive data from diverse-owned publishers and networks, offering over 250 audience identifiers to reach meticulously curated audiences across various channels such as CTV, video, display, native, and contextual advertising. This comprehensive approach enables brands to establish highly effective connections with diverse audiences, including Asian, Black, Hispanic, People with Disabilities, and LGBTQ individuals.

One of the key advantages of The Nexus is its integration with MediaMetrics’ syndicated measurement solutions. MediaMetrics provides valuable insights into consumer authenticity, cultural resonance, and diversity through its proprietary metric, the Diverse Media Multiplier (DMM). The DMM quantifies the potential increase in cultural affinity, trust, and sales generated by targeted media publishers. Research has shown that diverse-owned and targeted media can boost purchase intent by up to 56% compared to mass market media. This increase in purchase intent is particularly valuable for brands seeking to connect authentically with diverse audiences through culturally relevant communication.

However, there are also challenges and controversies associated with programmatic advertising. One challenge is ensuring data privacy while targeting audiences effectively. With the phasing out of third-party cookies, brands need to find alternative ways to gather and leverage audience data ethically. GANTIC’s approach addresses this challenge by prioritizing audience targeting without relying on cookies, thus ensuring data privacy while adapting to multiple screens seamlessly.

Another challenge is the fragmentation of the media landscape, which complicates the consumer journey. GANTIC acknowledges this challenge and simplifies audience targeting by leveraging proprietary data to precisely identify highly responsive subsegments. This approach combines scale and specificity to create an ultimate programmatic solution for brands, both in the present and future.

Looking at current market trends, programmatic advertising is expected to continue its growth trajectory. According to eMarketer, programmatic digital display ad spending in the US is projected to reach $79.61 billion in 2021, accounting for the majority of digital display ad spending. This growth is fueled by the increasing adoption of programmatic solutions by brands and advertisers.

As for the future, GANTIC has plans to launch response-driven marketplaces across various industries, including travel, consumer goods, not-for-profit, telecommunications, auto, insurance, and financial services. This expansion indicates that GANTIC aims to cater to diverse sectors and provide tailored programmatic solutions.

For more information about GANTIC and its programmatic solutions, you can visit their official website at https://www.gantic.com.