Blue Kai Bows Data Targeting Service

Intent-focused, auction-based data exchange BlueKai on Monday is expected to launch a new analytics service for agencies and their clients to glean greater insights into in-market shopping profiles of site audiences.

BlueKai In-Market Reports can be used to verify the data profile of a target audience while discovering actionable data segments in the BlueKai Exchange to reach similar prospects at scale, according to BlueKai CEO Omar Tawakol.

"Advertisers need to know more about their site audience and what they are shopping for," said Tawakol, adding that the company's panel of 160 million "true intenders" based on over 10,000 behavioral attributes will help them do that.

Rather than selling inventory directly, Bellevue, WA-based BlueKai enables marketers to create custom audience segments and reach prospects by matching audience segments to available inventory from portals and ad networks.

The privately held company recently set up a program to certify its purchase-intent data for sale through portals, ad networks, and other sellers with the goal of easing what is often perceived to be a burdensome process for agencies. The certification program allows media buyers to create custom segments on BlueKai's exchange, and then export those segments to participating ad sellers. The segment is then submitted to publishers or ad networks, which present advertisers with a complete proposal for all media and data costs.

As part of the new reporting system, BlueKai data segments are recommended to target new prospects at scale across current online media partners such as ad networks, ad exchanges, portals, and publishers.

Along with intuitive audience shopping attributes, the reports are designed to expose unexpected profile attributes for agencies and advertisers. For example, an online luxury women's shopping site may find that their site audience is partial to women's accessories, while the new system may also reveal that the same audience is equally partial to Paris travel.

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