TruSignal and Brilig Partner to Offer Custom-Built Audiences Through the Brilig Data Marketplace

SAN FRANCISCO, C.A. & NEW YORK CITY, N.Y. – June 26, 2012 – Innovative digital ad targeting firm TruSignal and Brilig, the only cooperative data marketplace for online advertising, today announced a partnership that provides online advertisers a more precise way to target high value consumers online, through a highly customized audience building approach.

The partnership will help advertisers improve campaign scale and results by using ad performance data residing within the Brilig platform to build custom “lookalike” audiences for specific campaigns. By combining the advertisers’ online performance data with TruSignal’s massive offline consumer profile databases, TruSignal discovers hidden patterns in the data and onboards a unique audience that is engineered to maximize performance for a specific campaign.

Additionally, TruSignal’s TruAudience Syndicated Segments, created using patented predictive analytics and aggregated real-world first and third party data, are publicly available for purchase through the Brilig cooperative data marketplace. TruAudience Syndicated Segments available today include high value lookalike consumers for insurance, online higher education, political donors and mortgage refinancers, among other financial-related audiences. These audiences can be used for stand-alone targeting or combined with Brilig’s 7,500+ segments to create highly targeted campaigns.

“We are very excited about Brilig’s capability to onboard specific advertiser performance data,” said David Dowhan, TruSignal president.  “This opens the floodgates to leverage real world campaign data and gives advertisers access to data driven, custom-built audiences at scale.”

“The beauty of this partnership is the shared belief that campaign specific algorithms will drive the future of advertising for the next 10 years,” said Paul Cimino, Brilig CEO. “TruSignal brings to the table the expertise needed to find relevant audiences at scale by combining first party advertiser data with third party offline data, discovering the most predictive signals for each advertiser.”

Using its patented predictive analytics and big data warehouse of offline consumer profile information, TruSignal TruAudience segments enable marketers to precisely target key messages only to those online consumers that “look like” current prospects, converters or high lifetime value customers. A recent TruSignal campaign with a leading life insurance broker saw an increase of 60% in lifetime value (LTV) compared to the average customer.

This announcement comes at a time of historic online ad spending. According to the 2011 full year IAB Internet Advertising Revenue Report, conducted by PricewaterhouseCoopers (PwC), Internet Ad Revenues reached $31 Billion, breaking the 2010 record. Internet advertising annual growth rates have exceeded other advertising media every year since 2005.  “In order to keep these ad dollars moving online, finding more precise ways to reach high value audiences with transparency and interoperability, at scale, for both brands and direct response-oriented clients is imperative,” said David Dowhan, TruSignal president. “This partnership brings to light the ability to do just that.”


About TruSignal

TruSignal helps leading consumer marketers and their advertising agencies discover and reach their ideal audiences at scale across one-to-one digital marketing channels, including display, video and mobile. TruSignal’s patented data mining and predictive analytics platform enables both direct marketers and brand advertisers to more precisely target their digital advertisements for improved campaign results.  TruSignal was spun off from eBureau, its sister company, in 2012.  TruSignal is a wholly-owned subsidiary of xTech Holdings, Inc., and its investors include Redpoint Ventures, Split Rock Partners and Tenaya Capital.  For more information, please visit

About Brilig

Brilig is the industry’s only cooperative data marketplace for online advertising. Data sellers gain the ability to sell their data to a wide range of buyers through an open and transparent marketplace. Advertisers gain access to over 60 data sellers and 10,000+ hard-to-find segments from online and offline data for their online campaigns. Brilig’s exclusive Lift Report™ enables advertisers to compare campaign data against all of Brilig’s segments to discover opportunities for improved lift and ROI. The company was recently named to the 2012 AlwaysOn OnMedia “20 Companies to Watch” list. For further information visit our website at


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