Core Audience, previously known as Red Aril, today launched as the industry's first software as a service audience management platform designed for brands who want to own, control and harness their audience data.
Core Audience expands the role of the DMP beyond simply buying media by helping brands recognize valuable audience segments and respond in real time across all their bought, earned and owned media platforms, including websites, apps, email, premium display, RTB display, search, social spaces, and other channels.
The fundamental principle of Core Audience is that brands and publishers own their own data. Its cloud-based technology allows companies to retain complete ownership of their data, giving them unmatched visibility and control.
"We built the Core Audience platform based on the needs of brands. The value of audience data extends beyond advertising, so we designed Core Audience to help create more meaningful relationships with customers across all marketing touch points," said Adam Lavelle, CEO of Core Audience. "We are empowering CMOs to make informed real-time business decisions by delivering a single and actionable view of customers and prospects."
Core Audience was purchased as Red Aril in 2011 by iCrossing, a digital marketing agency owned by Hearst Magazines, a unit of Hearst Corporation. By leveraging its relationship with Hearst, Core Audience is able to provide customers more robust data sets than other data management platforms available in the market, giving its clients more complete audience insights.
"Hearst Magazines has a tremendous audience of consumers across its various properties that provide unmatched behavioral insights," said David Carey, president of Hearst Magazines. "The ability for Core Audience to tap into that resource presents a great opportunity for its clients."
Lavelle, chief strategy officer of iCrossing since 2006, was named CEO of Core Audience, bringing 17 years of digital marketing experience to the position. In addition, Peter Randazzo, chief technology officer at iCrossing, was appointed President of Core Audience. Both Lavelle and Randazzo will retain corporate roles at iCrossing.
"Adam has a deep understanding of data and technology, and years of real-world marketing experience that allows him to instinctively know what brands need from their technology solutions. He is exactly the right person to lead Core Audience," said Don Scales, CEO of iCrossing.
Operating as an independent software as a services company, Core Audience is working with Fortune 500 clients across a range of industries, and is available today to any brand or publisher seeking a data management platform that provides ownership of audience data and real-time audience intelligence to power brand experiences.
About Core Audience
Core Audience (coreaudience.com) is a software as a service (SaaS) company that powers audience-based marketing across bought, earned and owned media. The Core Audience Management Platform, the industry's first data management platform (DMP) built for brands, gives marketers a single view of their customers and the ability to own those audiences -- a sustainable competitive marketing advantage. Core Audience's fully hosted solution is processes terabytes of data every day, transforming that data into actionable audience segments in real time, and ensuring the highest level of availability (99.99% up-time) in the market. Core Audience is owned by iCrossing, a digital marketing agency and a unit of Hearst Corporation, one of the nation's largest diversified media companies. Follow @Core_Audience.