DataXu Boosts Social Campaign Results With the Launch of DX Social

Leading DSP Creates Cross-Channel Insights to Drive Superior Consumer Engagement Across Social Channels

BOSTON, MA--(Marketwire - Sep 26, 2011) - DataXu ( -- the leading multi-channel demand-side platform (DSP) for digital marketing effectiveness -- today unveiled DX Social.

DX Social enables brands to drive social engagement across multiple media channels. As part of an integrated, cross-channel platform, DX Social creates and uses consumer insights to maximize digital marketing effectiveness. By employing DataXu's core impression-level decisioning capability for online display, mobile, and video campaigns, DX Social uncovers unique consumer insights that are used to target and optimize ad spend in social media platforms like Facebook.

"Social networks like Facebook present a huge opportunity for brands and agencies. But the most successful social campaigns work within a holistic marketing strategy, using insights from mobile, online display, and video efforts," said Mark Miller, SVP of Strategy and Analysis at Digitas, a top global integrated brand agency. "Consumers don't live in silos, and smart, active brands understand the need to reach them as they move across multiple channels in their day-to-day lives. DX Social facilitates that through one central platform that manages and reports on all multichannel campaigns, capturing unique consumer insights for driving future campaign strategies."

DX Social introduces three powerful tactics to harness the social Web to achieve marketing objectives:

  • Social Discovery -- Increases brand-relevant social activities, such as "likes" or "event RSVPs" using display, video, or mobile media
  • Social Media Optimization -- Increases the effectiveness of social media, such as Facebook, by leveraging insights gained from running non-Facebook media
  • Social Retargeting -- Targets known influencers to drive social marketing objectives or traditional online KPIs

"The increase in Facebook followers we achieved during our campaign using DX Social is unlike anything we previously generated," said Steven 'Lounge' Price, director of digital strategy at SIMPLE Mobile. "We added hundreds of fans every hour, and achieved a monthly lift of 661% in just four days. Also notable was the lack of erosion (unlikes) from new fans."

For more on SIMPLE Mobile's use of DX Social to leverage online display insights for driving Facebook campaign performance, please go to:

"True to our overarching vision of delivering a unified view of the consumer, DX Social harnesses the full power of the social Web in a new, powerful way," stated Mike Baker, CEO of DataXu. "Even with the granular targeting offered by platforms like Facebook, adding behavioral audience insights moves the needle big time. It's clear that marketers with a superior understanding of their audience will gain more social mindshare."

About DataXu
Headquartered in Boston, Massachusetts, DataXu provides the only multi-channel demand side platform for display, mobile, social and video advertisers. Impression-level decisioning and actionable analytics increase digital campaign performance, improves operational efficiencies and delivers unique consumer insights to advertisers. DataXu's executive team unites leading executives in digital media with MIT technologists. The private company is backed by Atlas Venture, Flybridge Capital Partners and Menlo Ventures. For more information, visit or follow us on Twitter at @dataxu.

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Media Contact:
Vinda Rao
Marketing Communications Manager