B2B publishers seeking to help their advertisers
reach audiences have a new tool, the NetWise Audience Platform, formally launched on Monday by Netwise.
The new solution can help publishers (and marketers) target “through every
channel, be it email, or programmatic, without an engineering team,” says NetWise CEO Dwight Gorall.
NetWise has been around for 10 years, serving clients such as
Fox, The New York Times, Dun & Bradstreet and Turner.
“Traditionally, we shipped a big pile of data,” Gorall says. “We backed the truck up and dumped it
into a data lake or some data management platform that they used internally.”
But “those folks typically have data scientists and engineers that help them deal with a great deal of
data — say, 50 million names.”
Users without such teams can now “log on to this tool and in a couple of keystrokes export, build the audience,” Gorall
says.
NetWise has a database covering 33 million firms and 100 million business people. This includes firmographic data like SIC and employee size, and contact information such as email,
address and phone.
The Florida-based company, which has 25 employees, initially wholesaled data on a private or white label basis to firms such D&B, Infogroup and Zoom
Info.
One current user, DAYTA Marketing, has relied on NetWise to help its clients reach business prospects.
We look forward to using the new NetWise Audience Platform to
reach new prospects and repeat customers even more easily than before,” states DAYTA Marketing COO Laura Krueger.