Nexage enters into partnership with BlueKai
Sep 26, 2013 (MarketLine via COMTEX) --
Nexage, Inc., a provider of mobile advertising solutions, has partnered with BlueKai, a SaaS solution for data management, analysis and activation in marketing.
The Nexage-BlueKai partnership combines Nexage's data solution, Nexage Connect, with BlueKai in two ways: one is in offering behavioral in-market, branded, and interest audience segments to give buyers highly valuable targeting data to drive mobile prospecting campaigns; the second is the ability to activate a marketer's 1st party mobile data to drive retargeting campaigns across Nexage's audience. The Nexage-BlueKai partnership creates step-function advancement in the availability and value of audience data to drive targeted prospecting and retargeting campaigns across mobile.
Nexage Connect, and the Nexage-BlueKai partnership specifically delivers highly valuable audience segments that will not only serve to accelerate brand spend in mobile, but will also be instrumental in making mobile a successful medium for brands.
The Nexage-BlueKai partnership also represents another step forward for a mobile data model that does not depend on a universal 3rd party cookie, but instead uses an exchange-based model - through Nexage Connect - to deliver data. With Nexage Connect, BlueKai audience data is appended to the bid request and buyers on the Nexage Exchange can target that data (as well as 1st party data) to drive campaign results. The prior conventional wisdom was that mobile was inherently limited in value because it could not replicate the 3rd party cookie model in online; that wisdom has shifted as 3rd party cookies are at risk and an exchange-based model has taken hold that is both effective and invulnerable to how 3rd party cookies will evolve (or devolve).
"BlueKai is dedicated to data activation everywhere and informing audience targeting in mobile is a natural growth area for us," said Jeffrey Frantz, Senior Director of Mobile at BlueKai.
"We all know that mobile has rapidly become a strategic channel for marketers, but without data intelligence, initiatives can fall short on targetability, scale and cross-channel consistency. Partnering with Nexage is another step forward to bringing data-targeting capabilities to the world of mobile and to enable marketers to achieve cross-channel marketing success."
"BlueKai is a proven leader in online data management and their mobile audience data marketplace will bring depth and breadth to Nexage Connect," Ernie Cormier, CEO and president of Nexage. "Mobile data has come full circle, from being negatively compared to online data to having the mobile exchange-based model becoming the reference for all of digital advertising. Our partnership with BlueKai represents another important step forward in making mobile data a powerful currency in enabling agency targeting and retargeting, and enhancing the value of our premium publishers' audience."
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