Intelligent Targeting
We Don’t Guess.
What If Media Group generates its own audience data. Our 35+ owned-and-operated sites produce a continuous stream of first-party, self-declared consumer data. That data feeds ARIA™, our AI engine, which designs and runs custom performance marketing campaigns around it. If you’re an insurer looking for people who just bought a car, or a retailer courting new homeowners, ARIA finds the consumers who have already told us what they’re in the market for.
ARIA’s AI engine processes over 1 billion consumer ad interactions every month — learning, scoring, and optimizing in real time.
ARIA™, our proprietary AI engine, is the engine behind everything we do. Using machine learning-powered collaborative filtering, ARIA understands what offers are resonating with your target audience, predicting what they’ll likely respond to based on each individual’s past behavior and the responses of people like them — a technique known as AI-driven lookalike modeling.
Powered by first-party data and advanced AI analytics, ARIA™ runs highly sophisticated content matching, offer matching and channel matching models to determine user affinity for a specific offer. The result: ARIA’s AI delivers the right offer, to the right consumer, at the right time — enhancing consumer trust and driving higher conversions and sales.
Here’s an example of ARIA™ in action:
Text:
Hey Beth, as a new homeowner, we’d love to get your thoughts on…
(no response)
Email:
What products do you need right now at the best possible prices? We’d love to hear from you.
(opens email)
Survey:
Take this quick survey about your new home. (fills out survey)
Resulting Customer Profile Based on First-Party Response
Text:
Hey Beth, as a new homeowner, we’d love to get your thoughts on…
(no response)
Email:
What products do you need right now at the best possible prices? We’d love to hear from you.
(opens email)
Survey:
Take this quick survey about your new home. (fills out survey)
Resulting Customer Profile Based on First-Party Response
REAL WORLD EXAMPLE
Challenge:
In a crowded market, Clorox needed a partner whose AI-powered targeting could cut through the noise to launch a new premium home cleaning product aimed at suburban and rural mothers with children in the home.
Solution:
What If Media Group used ARIA’s AI to pinpoint mothers who not only fit the new brand’s ideal customer profile, but who — based on real-time survey responses, past behaviors and AI-driven lookalike modeling — were most likely to try Clorox’s new product instead of sticking with what they’ve always purchased in the past.
Result:
Thousands of qualified new prospective customers signed up for Clorox’s opt-in email list promoting the new product, with the emails driving initial purchases, ongoing loyalty, and substantial ROI — proof that ARIA’s AI-matched targeting converts.
Customer Activation
Drive Response
and ROI.
Exchanges based on value drive trust. ARIA™, our AI engine, was built to collect data and insight within our self-contained ecosystem, identifying customers who share their information because they trust our content and are genuinely interested in your offers.
From a simple click, to a loan or job application, an email sign-up, or consent to receive phone calls or texts, ARIA’s AI-driven intelligence helps us drive action — so you get better returns and higher ROI.
OUR BRAIN IS ALWAYS PROCESSING INFORMATION
Here’s how ARIA™ activates customer response
ARIA’s neural network never stops learning — every click, open, and response retrains the model in real time, sharpening how it activates your next customer.
Platform
The Power of What If
What if your audience raised its hand and responded to your offers in volume? What if the data behind a campaign came from consumers who verified it themselves? ARIA™ was built to make both routine. It turns live consumer responses into campaign decisions in real time, so you never have to ask, “What if no one responds?”
ARIA combines several machine learning methods:
Content Clustering:
Recommendation Engine:
Decides which content each user is served. It works in tandem with content clustering.
Collaborative Filtering:
Uses a person’s interests and the interests of similar past users to inform what gets recommended.
Lookalike Modeling:
Serves offers to people who resemble consumers already proven responsive to similar offers.
Regression Modeling:
Measures how strongly each data feature predicts a desired outcome, so ARIA knows which signals to weight.
Our Audience Talks (and we listen)
Everything starts with the audience. ARIA combines what consumers declare about themselves with what their behavior confirms. The resulting profiles stay current as people’s lives change.
DEMOGRAPHICS
Baby Boomers, Gen Z, women 25 to 39, new parents, empty nesters, college grads. ARIA blends demographics and psychographics in any combination to build the audience you’re after.
LOCATION
From coast to coast, our audience mirrors the markets you sell in. ARIA can find consumers who fit your ideal customer profile in any geography.
FINANCIAL PROFILE
ARIA identifies who should receive a credit card or refinance offer, and distinguishes who should see a premium retail brand versus a value-focused alternative.
SHOPPER DATA
ARIA reads product and shopping habits at the individual level and spots who is ready to buy and when.
HEALTH & WELLNESS DATA
Our health data is fully HIPAA-compliant, and ARIA’s matching connects your services with the people who need them.
EVERYTHING ELSE
Got an acquisition challenge no one else can figure out? Whoever you need to reach, ARIA can find them. No what ifs about it.
See what else ARIA can do to find your customers.
OMNICHANNEL
Be where your customers are
New parents don’t respond in the same places or the same ways as 20-something urban renters. From web ads and email to push notifications, calls, and text opt-ins, we run top-of-funnel acquisition programs across every channel, and ARIA shifts each consumer’s messaging toward the channel they answer.
What Can We Help You Achieve?
Whether you're looking to grow your customer base, monetize your traffic, or find a smarter way to reach your audience — we'd love to show you what's possible. Let's start with a conversation.
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