Digital publishers providing personals advertising and dating services can use new artificial intelligence (AI) to increase display ad revenues, minimise data costs and target more relevant consumers for brands, as well as improving the compatibility of matches for singletons.
User-friendly AI data platform 1plusX is giving digital publishers new tools to combine the interest data from online dating sites and apps with their main display ad audience data.
The new dating data tools are based on the innovative technology used to effortlessly integrate customer relationship management (CRM) and recruitment data into the 1plusX data platform. Integrating anonymous socio-demographic and interest data of those looking for love online enables publishers and dating sites to display hyper-relevant ads and compatible matches to extremely targeted consumers.
What’s more, using 1plusX’s data creation engine, publishers can harness AI to expand their audience to reach even more statistically relevant singletons for both brands and subscribers.
“The mass of guys with tigers, photos at music festivals, and profiles which list ‘laughing’, ‘travelling’ and ‘going out and staying in’ as defining characteristics don’t do justice to the incredibly insightful information people share with online dating services,” says Fiona Salmon, UK managing director of 1plusX. “Subscribers share their passions, favourite locations, work, education, appearance, family status, salary bracket as well as their age, gender and more. However, numerous publishers offering dating services are neglecting to make maximum use of this data to match singletons with more relevant people and ads. As 1plusX is extremely user friendly, it’s easy to combine dating data with other data sets to be managed from a single user dashboard. Campaign managers can then use the system to creatively define very focused, high quality audience segments with tightly defined interests. As well as providing a better service to singletons, such focused audiences are highly sought after by brand advertisers, meaning publishers can garner more revenue per ad impression. The 1plusX tools can even help dedicated dating sites to monetize their data through licensing deals and partnerships with other publishers.”
Data creation engine uses dating data to grow publishers’ audiences
Unlike basic data management platforms, 1plusX’s AI is a source of new data too. Publishers use 1plusX to create fresh, very rich, statistically significant proprietary data that can be used to expand the reach of ad and content campaigns to other relevant consumers. The 1plusX data creation engine is powered by advanced AI but displayed to campaign managers as a simple scale-up slider on 1plusX’s user-friendly dashboard. It matches thousands of unregistered users to ads based on their statistically relevant characteristics and personal preferences.
“Publishers are spending far too much time and money on cumbersome data management and are failing to maximise the value and revenue from data they already possess,” says Salmon. “Display ad departments and dating service departments often keep their data in separate silos. Ad departments often waste money buying audience data from third parties to integrate with their data management platform when they already have incredibly rich and relevant user data in another part of their business. 1plusX enables publishers to monetize more of their own data, create new statistically relevant data and reduce reliance on third party audience data. It also introduces new efficiencies into data management by: consolidating data into a single data platform; using AI tools with a processing power equivalent to millions of data scientist man hours; and enabling display and dating service departments to collaborate more effectively.”
1plusX has been built from the ground up to help data teams to comply with the new General Data Protection Regulation (GDPR). It offers easy-to-use consumer opt-in/out and data deletion tools. Strict data separation measures ensure the integrity of each publisher’s data. 1plusX does not share or mix customer data. Data added into the platform remains the exclusive property of each individual publisher. 1plusX’s reporting tools enable full transparency on what data is collected and how it is used.