BlueKai wants to connect every corporate data applications on the planet into one grid, and give digital management rights to each company so they can share content. The process meant partnering with offline data companies, too, such as the V12 Group, which creates custom models around consumer data.
The deal lets BlueKai work as a data management platform (DMP) with V12, rather than an exchange, allowing the offline data company to construct its own private deals and exchanges, according to Omar Tawakol, CEO of BlueKai.
The technology relies on more than pixels to run the data back and forth. Think of a module or pinwheel that, once connected, allows company to connect and share data. It uses a propriety stack with server technology to coordinate data sharing between all parties. "You plug into BlueKai, and BlueKai plugs into everyone else," Tawakol said.
Through BlueKai's DMP platform, V12's clients gain access to data, while creating their own custom audience segments, as well as gain a better understanding of audience profiles and analytics powered by BlueKai's various data sources. The BlueKai DMP will enable clients to take action on audience targets by activating data across pre-integrated media channels.
Tawakol wanted to move away from using pixels as a way to deliver and share data because he views the concept as one fraught with privacy concerns. Connect once through BlueKai and the grid gives those connected a way to link in to a bunch of users anonymously. Data gets update everywhere through all the nodes of the grid at the rate of several billions of updates daily.
The idea puts Tawakol's BlueKai as far away as possible from notions that led folks like Tania Karas to write "10 Things Online Data Collectors Won't Say."
It's true that companies like BlueKai and DoubleClick watch and follow IP addresses through the Internet. But at least these companies might not know your exact name -- unlike email applications that can track a complete email address, including the time and day each time a consumer who opted in forwards a brand's email to a friend, a coworker or a family member.