Quotient, that originated as a consumer-facing Coupons.com in a late ’90s, is pulling deeper into programmatic media.
The association has launched a Quotient Media Exchange (QMX), a digital media height that lets CPG and tradesman advertisers aim ads opposite Quotient’s publisher network, including Coupons.com, Facebook and other third-party sell partner sites.
Another day, another programmatic exchange, though a locate here is that Quotient hopes to smarten advertiser segments by drumming into a set of exclusive shopper data.
The Quotient Media Exchange reaches 55 million singular users in a United States. Quotient saw an event to brew in-store transaction and faithfulness information with behavioral and vigilant signals, most like a proof behind a Criteo and HookLogic deal.
QMX leverages squeeze information sets from Quotient’s RetailerIQ platform, that is used by 21 retailers, including Walgreens and Dollar General, to foster products, pull recommendations and broach e-receipts and interactive selling lists.
QMX fundamentally aggregates and segments Retailer IQ information formed on attributes such as category-level purchases, code or store affinity and geolocation. It also builds tradition segments if, for instance, a CPG tradesman wants to strech a certain assembly or covering in their possess first-party data.
But QMX isn’t usually meant for targeting. Quotient aims to magnitude a efficiency of those campaigns by joining them behind to transactional data. The association distributes digital promotions for some-more than 2,000 brands opposite 700 consumer packaged-goods companies, including PG.
Grocery, drug and mass retailers like CVS and Albertsons-Safeway use Quotient to bucket card-linked offers for their faithfulness members.
Quotient claims it can brew a singular brew of in-store and transactional information along with behavioral insights it gleans from some-more than 17 million singular monthly visitors to Coupons.com and a publisher network.
“CPG marketers have to make decisions a lot faster now and muster collateral formed on information analytics wherever they can,” pronounced Steven Boal, CEO of Quotient. “The ability to spin information around about a efficiency of a module formed on online and offline opening allows them to make those decisions most faster.”
The sell could assistance Quotient residence a common manufacturer pain indicate – miss of discernment into a sale during a sell turn – and how it all ties behind to media exposure.
Although there is a surplus of companies aiming to tackle a problem for CPG manufacturers, Quotient thinks it can yield a wider lens into tradesman information than those platforms that rest usually on particular store or faithfulness data.
“In a rarely rival sourroundings where there’s pricing pressure, faithfulness information allows we to residence your possess shoppers, though it’s really tough to pierce a needle past that,” Boal said. “Retailers and CPGs are addressing this by looking during cross-retail promotions.”
Quotient’s birthright digital couponing and promotions business creates adult about $212 million of a sum 2016 income of $275.2 million, compared to $63 million from a media business.
Quotient went open in 2014 when it was still doing business as Coupons.com (it rebranded to Quotient in 2015), lifted $168 million by a IPO and surfaced out during a $1 billion valuation.