How AudienceMix Is Mixing Up The Data Sales Business | AdExchanger

"The data marketplaces powering programmatic advertising have exploded, with DSPs, SSPs and third-party platforms offering solutions for curating custom audiences. But, for marketers, combining data segments to reach their target audience can be a confusing and wasteful process. AudienceMix, a new curation startup, aims to make it more cost effective to mix and match different audience segments using only the data brands need to execute their campaigns. This helps mitigate wasteful overlaps between off-the-shelf audience segments."

"AudienceMix offers its curated audiences for a 65-cent CPM on average. Mitchel claimed this is less than half the price of most syndicated audience segments available via LiveRamp, which he said typically average between $1 and $3 CPMs. The startup is already seeing strong demand since it launched in LiveRamp's data marketplace in July. In August, it earned more revenue than any other data company has in its first month on LiveRamp's platform, Mitchel claimed. Then, in September, it doubled its August revenue."

AudienceMix is a curation startup that enables marketers to mix and match audience segments using only needed data to reduce wasteful overlaps. The company launched in April, founded by Tom Mitchel, former SVP of programmatic sales at InMarket. AudienceMix provides more than 8,200 syndicated audiences through LiveRamp, integrated with most major DSPs and SSPs. The platform draws on insights from over three billion devices and a billion daily active users sourced from first- and third-party providers. The company offers curated audiences at about $0.65 CPM and reported rapid revenue growth after launching on LiveRamp in July.

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