Premium mobile ad exchange Nexage this morning announced a partnership with data management platform (DMP) BlueKai. The partnership is meant to create new uses of data-driven marketing on the Nexage exchange, namely the use of first-party mobile data from BlueKai's DMP.
“We all know that mobile has rapidly become a strategic channel for marketers, but without data intelligence, initiatives can fall short on targetability [and] scale," stated Jeffrey Frantz, senior director of mobile at BlueKai. He added that BlueKai's partnership with Nexage should help marketers with cross-channel campaigns.
Ernie Cormier, CEO and president of Nexage, stated that "mobile data has come full circle." He believes that the mobile exchange-based model of advertising has become "the reference for all digital advertising," after once "being negatively compared to online data."
BlueKai is the sixth partner of Nexage Connect, Nexage's hub for third-party ad solutions that can be used by marketers trading on the Nexage exchange. Other Nexage Connect partners include AdTruth, The Media Trust, Mobilewalla, Proximic, and TRUSTe.