Home Platforms CPM Advisors CEO Leathern Discusses BlueKai Integration Into CPMatic And Data Trends

CPM Advisors CEO Leathern Discusses BlueKai Integration Into CPMatic And Data Trends

SHARE:

CPM Advisors and BlueKaiDemand-side platform provider, CPM Advisors, announced a partnership today with BlueKai today which it says uniquely offers clients access to BlueKai’s in-market data directly within CPM Advisor’s CPMatic media buying platform. To date, CPM Advisors has been a part of BlueKai’s Certification program. Read the release.

AdExchanger.com spoke to CPM Advisors CEO Rob Leathern more about what this release means.

AdExchanger.com: How is this announced partnership different than the way a DSP works with BlueKai today such as the BlueKai Certification program?

RL: Our platform is an open self-service way to buy media and data, which means that we can bring a much wider range of advertisers to try BlueKai data via CPMatic.com, applying our media buying optimization system to make it work for buyers. Anyone can sign up and create an account right now and quickly be running retargeting or behavioral campaigns across a number of providers. You still have to ask us to enable your account for behavioral buying (retargeting is set), but that will be a standard option within the next two weeks.

AdExchanger.com: Are there specific vertical datasets which are popular with CPMa clients these days? Any that we might not expect?

RL: We see good demand for a variety of other data in the B2B space, tech, shopping and adult education. We are always communicating with our data partners like BlueKai and eXelate on what we’re hearing in the market and they’re usually very responsive and we believe that competition to create new data segments is good for advertisers. A few different education data segments are available via our platform today, for example.

AdExchanger.com: When buying media with data appended, could you make some general estimates regarding how you buy? – is it through ad networks, ad exchanges, direct-to-publisher buys?

RL: Most of our data buys are via ad exchanges and large aggregated sources, though we also do run behavioral campaigns across other media buys that we are doing when it makes sense and is okay with the publisher. Some sources will integrate data into their own supply platforms, others not – we think it’s about finding the best combination of media and data via the most efficient avenue, for the client to get the results they want.

By John Ebbert

Must Read

Closeup image bag of money and judge gavel. Lawsuit, auction, bribe and penalty concept.

The LG Ads Legal Saga Continues With A Fresh Suit, This Time Against Kroll

Alphonso co-founder Lampros Kalampoukas is suing Kroll for allegedly undervaluing the company by nearly $100 million to aid LG Electronics in a shareholder dispute.

Comic: Metric Meditations

The Startup Trying To Automate The Ad Platform Reconciliation And Refund Mess

The ad tech startup Vaudit, founded last year by Mike Hahn, aims to automate the process of campaign reconciliation atop major ad platforms.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

The Trade Desk Lays Out Its Case To Beat Walled Gardens. Does Wall Street Buy It?

The Trade Desk continued its shaky 2025 earnings schedule when it reported Q2 results on Thursday.

Magnite Targets CTV, SMBs And Google's SSP Market Share

The SSP is betting on the DOJ’s antitrust remedies, plus closer relationships with agencies, DSPs and mid-sized advertisers, to help it eat some of Google’s lunch.

Zillow Pilots Containerized RTB, As It Rethinks The Equation Of Quality And Cost

Zillow is the pilot brand advertiser to test a new programmatic buying strategy known as containerized RTB. The strategy embeds the DSP or ad-buying platform intelligence, in this case the startup Chalice Custom Algorithms, within the SSP, which is Index Exchange.