VivaKi, BlueKai Unveil 'Audience Insights' Data Platform

  • May 23, 2012

Publicis' VivaKi Nerve Center this morning announced an agreement with BlueKai to co-develop a new data platform. Dubbed "Audience Insights," the platform is being designed to help marketers "glean demographic and behavioral information, as well as activate audience intelligence through media partnerships."

Instead of "traditional tagging" of ads and Web pages, VivaKi said the new platform, "reduces the complexity and increases scale by leveraging what is already in place. By ingesting data from campaigns on DoubleClick and Atlas, Audience Insights synchs data via the VivaKi Cookie Synching process to provide a more robust and scaled view of audience profiles and insights."

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