Analytics technology company Media iQ has launched ‘the industry’s only programmatic-first insight and planning tool’. Through the tool, digital planners and buyers will be able to develop ‘more targeted and relevant ad campaigns’.

The tool, called AiQx, provides insight in audience data to provide brands and agencies with total visibility across both micro and macro moments, with the intention of enabling marketers to act and react in real-time.

According to Media iQ, the AiQx data is updated and refreshed 7m times a quarter, as opposed to once each quarter on ‘traditional panels’.

“Having the ability to leverage multi-dimensional data is a complete game-changer for the industry,” said Richard Dunmall, president of Media iQ. “In an always-on world, businesses increasingly need to be relevant and understand the wider macro landscape to drive more efficient targeting and achieve effective business results.”

Media iQ is currently beta testing its AiQx tool in the UK and the US with M/Six and Total Media.