Inmar, a tech and data services company, acquired the ad tech startup OwnerIQ on Tuesday. Terms of the deal were not disclosed. OwnerIQ is best-known for its second-party data exchange, where retailers can enable brands carried in stores to promote deals to known shoppers. The company also operates a DSP, which will help expand Inmar’s […]
Ad tech vendors are clicking “add to cart” on first-party retailer data. As brands and retailers grow more comfortable sharing first-party data, shopper marketing budgets – traditionally spent on last-leg marketing efforts like high-performing shelf space, in-store signage, coupon circulars and co-marketing (“Find us at your nearest…”) – are moving online. “Merchants are talking to me […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jay Habegger, co-founder and CEO at ownerIQ. When I wrote this column last month, a major snowstorm was bearing down on New England, where I live. The storm could have […]
OwnerIQ’s unique second-party data-sharing model, where it acts as media buyer and data broker between retailers and manufacturing brands, is showing signs of breaking through the initial skepticism which accompanied second-party marketing. The Boston-based company’s $40 million revenue from 2006 to late 2014 pales compared to its $60 million spike in 2015. Second-party data involves […]
Sean Corcoran, SVP and director of digital media and social influence at Boston-based digital agency Mediahub/Mullen, says that while the company is “a little bit more of…a ‘right-brain’ agency” because of its creative focus, data and analytics can still drive that innovation. Mediahub/Mullen serves clients like VH1, JetBlue and Adidas, and Corcoran spoke with AdExchanger […]
Earlier this week, OwnerIQ announced the acquisiton of “on-demand shopper marketing technology platform DiJiPOP in an all-stock deal.” (Also, read DiJiPOP Q&A on AdExchanger from March 2011) Shopper marketing online is increasingly an attractive opportunity to explore for retailers. According to the press release, “The deal enables OwnerIQ to increase the value and revenue potential […]
Jay Habegger is CEO of ownership targeting company, OwnerIQ. AdExchanger.com: How did OwnerIQ begin? JH: OwnerIQ was born out a few simple insights. Effective advertising is presenting the right message to the consumer that resonates and influences perceptions or compels actions. Our first insight, supported by research, is that knowing about a person’s stuff tells […]
