Horizon Media and Smartly have launched a partnership to help brands transform their knowledge about their audiences into more efficient advertising by adopting a more connected and data-driven marketing approach. This partnership brings together the audience knowledge, planning skills, and consumer intelligence of Horizon Media and the artificial intelligence-based advertising technology platform of Smartly. By partnering, advertisers can use better audience knowledge for developing ads, media activation, and campaign optimization while ensuring consistency between strategy and implementation.
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The purpose of the integration is to ensure increased personalization, greater accuracy in terms of targeting, as well as better results for companies due to direct influence of audience intelligence on marketing campaigns throughout the entire marketing process life cycle. The news demonstrates the rising tendency in the industry regarding the use of data and automation to create advertising strategies that would be more effective within the complex media environment. The need to make sure that return on investment of companies is maximized leads to the fact that the two companies are willing to offer such a framework for using data to achieve performance improvements.