RSS FeedArchive for the ‘Data’ Category

EXelate Steps Into Data-As-A-Service Business As LinkedIn Leaves

MarkZLinkedIn’s discontinuation of Bizo’s business data service is an opportunity for data-management platform (DMP) and data services company eXelate. The company revealed plans Thursday for B2BX, a data-as-a-service offering for B2B advertisers.

The company appointed Frannie Danzinger, Bizo’s former director of marketplace development, to spearhead the new development as VP of strategic solutions and plans to hire more employees for the division, said company CEO Mark Zagorski.

“DSPs (demand-side platforms) have always been great partners of ours, so we wanted to make sure they had a continuous stream of B2B data flowing to them, considering LinkedIn made the announcement they’ll pull out of the data business shortly,” he explained.

When Linkedin revealed plans to shut down Bizo’s data business, Erik Matlick, CEO of behavioral marketing database and lead-gen company Madison Logic, said DSPs, SSPs and agencies could get the short end of the stick in scaling their business audience reach.

Although LinkedIn could presumably roll Bizo’s data insights into its broader but burgeoning media offering, it could hinder B2B marketers who wanted the flexibility to apply that audience data on external platforms. This factor seemingly inspired eXelate’s move into the space.


All Aboard The LiveRamp Train. Next Stop Ensighten

LiveRampEnsightenNo rest for LiveRamp.

The Acxiom-owned data onboarding company announced a new partnership Thursday with enterprise tag-management provider Ensighten – the third such alliance in just a little over a week.

Prior to the Ensighten deal, LiveRamp joined up with video firm Eyeview and location-focused mobile ad company xAd, both examples, said LiveRamp CEO Auren Hoffman, of his company’s efforts to remain the Switzerland of data.

“The rationale for the acquisition by Acxiom is that LiveRamp would serve everyone equally,” Hoffman said. “The goal is to build the pipes, but then to give everyone access to them.”

Here’s how this partnership works: Ensighten collects first-party data for its clients across channels, and LiveRamp syndicates those segments across roughly 100 exchanges, networks and publishers with the aim of more personalized communications.

Ensighten founder and CEO Josh Manion analogized this partnership to plumbing: If Ensighten controls the plumbing to the people (sites, apps, etc.) inside a particular house, then LiveRamp can connect that house to the city’s water main.


How Much Cross-Device Clout Do Facebook And Google Actually Have?

crossdevicenumberbattleIf cross-device tracking is a room, then Facebook and Google are the elephants – except Google is the only elephant that isn’t talking.

Facebook hasn’t been shy about its cross-device intentions. At the time of the Atlas acquisition in 2013, its ads product director, Gokul Rajaram, noted that Facebook’s goal is to “be able to measure cross-device insights” and “to be the best ad-serving platform on the Internet.”

Lately, the race to make this happen has accelerated. Facebook, it has been widely rumored but not yet publicly confirmed, will bake logged-in user ID into its rebuilt Atlas ad server. Some industry experts think this replaces the increasingly irrelevant cookie, allowing Facebook to track ads along the path to purchase, deduplicate impressions and perform other functions that allow for more consistent and reliable ad serving, campaign measurement and attribution of conversion.

The impact on media-buying practices could be large. Megan Pagliuca, VP and GM for digital media at Merkle Inc., wrote in a recent AdExchanger column. "To date, neither [Atlas nor DoubleClick Campaign Manager] has been strong in either mobile or cross-device capabilities but, as they integrate identity, they have the potential to provide long-awaited salvation from inaccurate measurement that has prevented budgets from moving to mobile and digital overall."

But a cross-platform measurement system is only as good as its reach, and sizing up the two rivals in terms of multidevice logins is a challenge.


Will The Ad Industry Share Its Data? AdFin Hopes So

altersohn adfinA Bloomberg Terminal for online media.”

We’ve heard that description from companies like Metamarkets and AdFin, but what exactly does that entail?

At the highest level, it’s a dashboard presenting a single view of inventory prices across numerous sources – a tool to enable media buyers to make better buying decisions, analogous to the famous contraption used by Wall Street traders.

While the concept seems easy, however, the execution isn’t. Beyond the technological hurdles collecting, normalizing and aggregating data from disparate sources (unlike Wall Street, there isn't a standard data format in the ad tech world), there’s also the logistical issue enlisting partners to release enough data such that the terminal can provide a broader market view.

Andrew Altersohn, who assumed the CEO position at AdFin roughly three weeks ago after Jeanne Houweling left, is facing down that latter challenge.

AdFin’s technology – which crunches and combines log files from various sources and displays the results on a dashboard – is largely ready to go, Altersohn said. It's not quite 100% yet – the company is still tinkering with its user interface and rolling out some additional features, like on-screen tips and tactics to assist the fresh-out-of-college media planners who will likely use the terminal.

Linking Data to Taste Buds: How Goya Breaks Down the Hispanic Segment

goyaThe Hispanic community is the fastest growing cohort of consumers in the United States and are prominent purchasers of CPGs.

Yet many companies view this community as a single demographic when it can be segmented into multiple smaller groups, each with distinct characteristics. But brands like the family-run Goya Foods knew this wasn’t good enough.

“We can actually segment [the Hispanic market] and give them a profile of the product mix that would be best suited for a particular store or particular geographic area,” said company SVP Joseph Perez, adding that not all Hispanics have the same lifestyle, and thus segmentation is critical for delivering relevant advertisements, coupons and products.

The company began using analytics tools from Geoscape to break down the Hispanic market with more granularity than it had in the past.

Goya had used US Census data to predict buying behavior, which quickly became outdated. The company also collected data through conducting surveys in various neighborhoods, which Perez described as “very exhausting.”

LinkedIn’s Powered-Up Media Platform Spells End To Bizo’s Standalone Data Business

DataFortressLinkedIn CEO Jeff Weiner confirmed the social network wants to enable customers to prospect and nurture leads well beyond its own walled garden during the company’s Q2 call Thursday, though he stopped short of calling it an ad network.

“As big a network as LinkedIn is – and they’re adding exponential numbers of people everyday – it’s still one environment,” said Kevin Flint, associate media director at Just Media, a media and marketing services agency that works with a number of B2B tech clients. “Whereas…there are so many places they can potentially reach their audience or distribute content…beyond LinkedIn. That’s where the growth will be the greatest.”

LinkedIn’s acquisition of B2B marketing services and data company Bizo is intended to ensure long-term monetization via media revenue. As part of this initiative, LinkedIn will end Bizo’s à la carte data business.

The Off-Linked In Opportunity

LinkedIn’s specialty, industry insiders say, is its premium business audience of 300-plus million members. Bizo brings real-time bidding and display chops, as well as a business demographic data on some 120 million professionals.

“I like the analogy of Yahoo and Right Media because LinkedIn was more focused on the supply side and inventory, whereas Bizo was good at the B2B marketing part and programmatic advertising,” said Mattijs Keij, CEO of Dutch data-management platform provider FlxOne. “There is a limit to the reach you can get on their platform and that’s where Bizo comes in. [Bizo] can open up that reach powered by all the data on LinkedIn. I think there is actually a lot of value in the long-tail if they can reach the right audience with it through their B2B network.”


Why LinkedIn Could Be The De Facto B2B Data Platform

LinkedInEndorseProfessional social networking platform LinkedIn seemed to commit to programmatic, particularly among the B2B community, when it acquired business data company Bizo for an estimated $175 million Tuesday.

LinkedIn “has a bet on CRM and their investment in Bizo shows they really want to double down on B2B marketers,” said Ray Wang, chairman and principal analyst at Constellation Research.

Bizo brings a vast, pixel-based media exchange and anonymous demographic data on some 120 million-business professionals. This extends LinkedIn’s offsite reach and bolsters the quality of its in-market data.

“We’ve been pushing LinkedIn for a number of our clients like Lenovo and Red Hat and a number of clients have asked for this type of interaction,” said Bob Ray, president, Americas for B2B media-buying and planning agency DWA. “I think they offer up the argument to their user base that they’re still very focused on privacy, but at the same time with Bizo, they’ll offer to marketers a way to connect the dots” through new tools and services.

What’s unique about LinkedIn’s new value proposition, Ray said, is the ability to fold marketing automation systems such as Eloqua or Marketo in with LinkedIn’s own properties.


BlueKai’s Tawakol Spearheads Oracle Data Cloud Effort

OmarTWhen Oracle acquired data technology and services company BlueKai in February, the product roadmap seemed to split. Down one avenue, BlueKai’s data-management platform (DMP) would plug a hole in the company’s Oracle Marketing Cloud stack. The second avenue circles BlueKai’s vaunted data exchange, Audience Data Marketplace.

Marketing Cloud SVP and GM Kevin Akeroyd was the immediate beneficiary of the DMP, which is being integrated with the other technologies in the stack including email marketing from Eloqua, campaign management from Responsys and content marketing from Compendium.

But Oracle’s head honcho, cofounder and CEO Larry Ellison also wanted to know what would become of the data exchange.

“At the time the acquisition happened, it was originally driven by Oracle Marketing Cloud pulling the BlueKai DMP into the stack,” said Omar Tawakol, BlueKai’s CEO and now GM of the Oracle Data Cloud. The data marketplace, Tawakol and his colleagues realized, “could add a third leg to the stool.”

If Oracle’s first leg is software and its second leg is hardware, then its third leg is Data-as-a-Service, hooking the BlueKai data exchange into enterprise use cases beyond marketing, like sales and commerce. As GM of Oracle Data Cloud, Tawakol is leading the centralization of some of Oracle’s social marketing acquisitions (such as Collective Intellect), BlueKai’s Audience Data Marketplace and data as a service for “groups that were natively built within Oracle for data-as-a-service, such as sales and talent management,” Tawakol said.


Adform Forms A Value-Add: A New DMP

adformDanish ad tech provider Adform has released a first-generation data-management platform (DMP) through which its clients can monetize their data and increase yield.

“There are a lot of publishers out there that want to monetize their data,” said Adform CMO Martin Stockfleth Larsen. “They’ve sold out inventorywise, but the one area that hasn't sold out is data. It’s a natural extension to our existing platform.”

Adform’s DMP, available to its clients at no extra charge, is part of a stack that includes a rich media offering, tagging, reporting and a demand-side platform (DSP).

The DMP space is frenetic with activity, and ad tech providers that don’t have one are either quick to acquire (see: Oracle and BlueKai) or build (see: Xaxis). Adform, according to Larsen, took six months to build out its platform – and it didn’t cost nearly the $25 million that Xaxis’ new Turbine did.


[X+1] Enhancement Keys In On Offline-Online Connections

nardone-xplus1[X+1] has added a new component to its data-management platform (DMP) called Origin KeyChain to expand its offline targeting capabilities.

“Prior to KeyChain, we could do offline targeting for our customers, but only for their customer IDs and not for prospects,” said CEO John Nardone.

Here’s how it works. Generally speaking, DMPs gather user information from a bunch of sources (online cookies, CRM systems, etc.). As Nardone explained it, the platform wraps all of this data around a persistent identifier, called a key. The specific nature of that key differs from DMP to DMP, but in many cases, it’s an online cookie.

Imagine a magnet (representing the persistent identifier) with a bunch of objects like paperclips or thumbtacks (representing additional pieces of user information) stuck to it.

However, many third-party data providers have their own unique keys. So a marketer working with [x+1] as well as other third-party data providers would have to manage numerous persistent identifiers, many of which are incompatible. In other words, clients are stuck with massive data silos.