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Artificial Intelligence Authors: Corey Roth, Pat Romanski, Liz McMillan, Yeshim Deniz, Kevin Benedict

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IXI Services, A Division of Equifax, Unveils Updated AudienceIntel Platform, Giving Brands Real-time Insight Into Site Visitors

IXI Services, a division of Equifax, today released a major update to its AudienceIntel™ online advertising measurement tool, providing greater real-time site analytics functionality to brands. Brands can now use the real-time interactive dashboard to evaluate their site visitors using IXI Services’ proprietary financial and economic measures, allowing them to optimize, test and refine site content and offers for specific target audiences while measuring the results.

IXI launched the AudienceIntel dashboard in January to help advertisers verify that ads reached the desired audience. By measuring audiences by estimated financial measures such as wealth, income and spending, advertisers can verify if the audience viewing an ad is a match for a message or offer. Armed with those insights, advertisers can then determine the value of different delivery channels and re-allocate spend toward ads served to qualified consumers.

“We originally launched AudienceIntel as an ad verification tool for advertisers, but we quickly found that the real-time audience monitoring function was in high demand for website optimization as well,” said Jeff Sporn, SVP & GM, Digital Solutions for IXI Services. “Brands immediately recognized the value and began looking beyond matching ads to audience. They wanted these insights to measure and adapt their site content as well. With the updates we’ve made, brands will be able to better understand their site visitors on-the-fly, allowing them to build content that the audience responds to.”

AudienceIntel maintains its ad verification functionality, works across all targeting strategies and publishers, and utilizes estimated household characteristics using anonymous, aggregated neighborhood-level data. IXI Services’ digital products do not incorporate or reveal any personally identifiable information.

For more information or to sign up for a demo, visit

The news was first announced in MediaPost. To read more about AudienceIntel and IXI Services’ approach to real-time insights, visit MediaPost’s RTBlog.

About Equifax

Equifax is a global leader in consumer, commercial and workforce information solutions that provide businesses of all sizes and consumers with insight and information they can trust. Equifax organizes and assimilates data on more than 500 million consumers and 81 million businesses worldwide. The company’s significant investments in differentiated data, its expertise in advanced analytics to explore and develop new multi-source data solutions, and its leading-edge proprietary technology enable it to create and deliver unparalleled customized insights that enrich both the performance of businesses and the lives of consumers.

For nearly 20 years, IXI Services, a division of Equifax, has enabled marketing, sales, and risk management executives to differentiate and target consumer households based on proprietary measures of wealth, income, spending, credit, investment style, share-of-wallet, and share-of-market.

Headquartered in Atlanta, Equifax operates or has investments in 18 countries and is a member of Standard & Poor's (S&P) 500® Index. Its common stock is traded on the New York Stock Exchange (NYSE) under the symbol EFX. In 2013, Equifax was named a Bloomberg BusinessWeek Top 50 company, was #3 in Fortune's Most Admired list in its category, and was named to InfoWeek 500 as well as the FinTech 100. For more information, please visit

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