Signal partners with Flashtalking to boost people-based marketing capabilities

 
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Signal, a provider of real-time customer data, has partnered with ad management platform Flashtalking to extend their people-based advertising capabilities.

The partnership aims to give brands a mechanism to deliver personalized, dynamic creative across devices and measure campaign results.

Signal chief executive Mike Sands believes data underlies people-based marketing. He told The Drum that this partnership looks to solve the issue of putting the right message in front the right customers in real-time.

"[With this partnership] you know who you're talking to now because of Signal, but you also can tailor the creative message down to the individual, so that you have that right message at the right time because of the marriage of our real-time onboarding technology with Flashtalking's dynamic creative capability."

Sands said Flashtalking joins a list of other platforms that are natively integrated into Signal's identity graph platform.

Flashtalking chief executive John Nardone said in a release: "The data is clear: creative drives performance when it is contextual and personalized. Our partnership with Signal helps marketers deliver against that imperative, and gives them the tools to serve, optimize, verify and measure those executions with unrivaled transparency."

Signal's technology runs on digital properties in 158 countries and is used by brands like Allstate, Audi and JetBlue.

by Andrew Blustein for The Drum