San Francisco (PRWEB) March 25, 2014
BlueCava (http://www.bluecava.com), a leading provider of cross-screen marketing solutions, today announced the release of version 3.0 of its Cross-Screen Audience Association Platform. BlueCava 3.0 offers the industry’s first open PaaS (platform-as-a-service) for associating devices, mobile and desktop, to consumers and households in real-time. These new capabilities build on BlueCava’s core device recognition technologies to enable advertisers and other AdTech providers with new capabilities to target users sequentially across their various devices, optimize programmatic buying, improve accuracy and increase campaign ROI.
According to recent surveys from the Association of National Advertisers (ANA) and Nielsen, multiscreen advertising campaigns will account for more than 50% of all media spending by 2017. The shift in spending aligns to an environment where consumers now move seamlessly between device types and channels during the day, engaging through a mobile device more than 65% of the time. The complexity this has created for advertisers seeking to target the right audience at the right time on the right device is immense, requiring them to synchronize ‘millions of moving parts’ in real-time. As a result, targeting efforts are, more often than not, significantly out of alignment with brand reach and frequency objectives.
The BlueCava 3.0 platform simplifies this process through a new capability that captures “digital threads,” the dynamic connections between multiple screens and their related audiences. The platform automatically generates audience association maps that display these threads graphically in ways that are easy to understand, navigate and quantify relationships in the cross-screen world. These maps can be custom-generated for large brands, data providers, buy-side and sell-side platforms, and publishers.
“Our ability to create an open and scalable platform capable of processing, filtering and analyzing billions of transactions daily into these maps of audience relationships is the breakthrough," said David Tannenbaum, BlueCava’s Chief Technology Officer. “BlueCava 3.0 creates for the first time an ability to access a real-time association of devices and their relationships across the ecosystem in much the same way platforms for real-time bidding have been constructed. It’s the next logical layer in the stack…as brands demand cross-screen support from AdTech providers, this new version makes it easy for any buyer and supplier to build a cross-screen audience segment they can rely on to make high-impact media buys.”
BLUECAVA 3.0 OVERVIEW
BlueCava has been in early release testing with selected customers and partners over the past six months, validating the scale, reach and accuracy of the platform against a variety of 3rd-party DSPs, DMPs, exchanges, trading desks and ad networks. The company’s new release now runs on the largest open exchange and supports customer implementations in the telco, travel, financial and technology industries using the highest-volume DSPs and top data providers.
For AdTech suppliers, agencies and brands seeking a solution to move their market spend from a siloed approach one channel at a time to an integrated cross-screen campaign, BlueCava 3.0 delivers all the capabilities to get started. The platform is designed to make it easy to start your cross-screen programs through features that include:
- Establishing screen, consumer, and household relationships cross-screen, regardless of cookie availability.
- Measuring true audience reach and frequency across all channels and screens, 2nd-screen conversions, and cross-screen paths.
- Making targeting data actionable by deploying across all environments, optimizing based upon digital consumption across those environments, and leverage existing data to new associated devices.
- Creating self-service Client Portals with simple tag and segment creation tools used for integration
- Integrating extensive Data Delivery options, including scalable APIs, visual dashboards and raw data export
All of these capabilities leverage BlueCava’s patented real-time association technologies, taking any initial data for a target audience and transforming it into a living cross-screen audience that grows continuously and is refreshed as consumer behaviors and usage patterns of devices change.
BlueCava offers its solutions directly and through a variety of 3rd-party partners who integrate the platform with their enterprise marketing service. Pricing for the platform is subscription-based, aligned to transaction volume and number of impressions.
BlueCava is on a mission to change the way digital advertising is delivered, measured, and optimized, acting as a catalyst for cross-screen enterprises of all proficiencies, with an emphasis on openness and sustainability. Its privacy-first Audience Association solution makes the connections between screens, consumers and households, enabling advertisers, publishers and AdTech providers to recognize a single audience across all platforms, and discover new touch points as additional screens are utilized. With insight into which screens influence and convert, combined with meaningful audience data, participating marketers are armed with actionable metrics that improve user experience, increase conversion and maximize revenue.
Founded in 2010, BlueCava maintains offices in New York City and Irvine, California. To learn more about its services and offerings, please visit its social media pages and http://www.bluecava.com.