MRP, a global predictive intelligence and customer acquisition company, has announced their enhanced display advertising offering, integrated directly into their Prelytix predictive customer acquisition platform. The software now offers a programmatic display advertising solution that enables users to target and personalize marketing efforts using predictive data.
“MRP Prelytix was built specifically with the needs of account-based marketers in mind, which means our clients will no longer have to struggle to adapt B2C tools and tactics to fit their B2B needs,” said Kevin Cunningham, MRP chief executive officer and president. “Our real-time, intent-targeted advertising is a powerful way for our clients to communicate with their customers using content customized to the customer’s topic of interest and their stage in the buyer journey.”
This new offering allows MRP clients to track which accounts are viewing, clicking on, and converting from a client’s advertisements and incorporate that data back into the MRP Prelytix platform. This information can be reported on alongside other tactics at the account level. Unlike most B2B display advertising offerings, MRP’s latest offering does not rely on cookies, but rather, uses more objective and up-to-date IP targeting for the most accurate, up-to-date data. IP targeting can more accurately pinpoint the right contacts and serve them the most relevant ads.
Built on the Kx platform, MRP Prelytix leverages the same technology used by financial traders throughout the world, analyzing and reacting to data instantaneously. For B2B marketers, this means more accurate account-based marketing (ABM) based on both historical and real-time data.
“With this new offering, our clients will be able to leverage real-time intent data and deliver dynamically generated HTML5 display advertising to every device within the buying center or corporate rooftop where buying decisions are being made,” said Greg Wasserstrom, digital strategist at MRP. “Predictive intent data will not only drive the new display targeting, but will also create a feedback loop that results in more accurate ABM scoring.”