Our clients are accustom to narrowing the reach of their buys on desktop & have been requesting the ability to do so on mobile. BlueKai’s expansion of its dataset to mobile means digital budgets will shift as the need for market education is minimized.
New York, NY (PRWEB) May 09, 2014
Human Demand, a leading mobile Demand Side Platform with both managed service and a self-service offering, and BlueKai, the industry’s leading SaaS solution for data management, analysis and activation in marketing, today announced a partnership that will enable advertisers the ability to leverage BlueKai’s proven audience segments on mobile through an existing integration with MoPub’s inventory - increasing ROI from mobile campaigns.
As a result of the partnership, Human Demand will expand its existing data capabilities offered to brands, trading desks and agencies, allowing buyers deeper analytics, superior segmentation, and enhanced audience targeting.
“BlueKai has solidified itself as an industry standard for audience targeting on desktop,” said Keith Petri, SVP Strategic Partnerships at Human Demand. “Our clients are accustom to narrowing the reach of their buys on desktop and have been requesting the ability to do so, in a similar fashion, on mobile. BlueKai’s expansion of its desktop dataset to mobile means digital budgets will shift as the need for market education is minimized.”
The partnership will help Human Demand’s clients deliver more relevant, timely and in-context advertisements to consumers across the mobile ecosystem.
“Data plays a critical role in identifying hand raisers and likely prospects in the growing world of mobile impressions,” said Jeff Frantz, Vice President of Mobile for BlueKai. “This partnership enables Human Demand clients to layer on targeting intelligence to reach high value audiences and drive higher ROI from their mobile campaigns.”
“There is a lack of mobile data currently available for buyers to play with when formalizing strategic buys,” said Howie Schwartz, CEO of Human Demand. “With the ability to target individuals’ needs via a anonymous mobile identifier, much like a cookie on desktop, mobile data can play a vital role of shifting budgets from simple ‘run-of-publisher’ campaigns to targeted buys, utilizing inventory available in long-tail applications.”
Historically, buyers are very conscious of brand safety - a concern which Human Demand has taken note of and invested heavily in. Most brands prioritize having their creative aligned with brand appropriate content - both on desktop and mobile. However, the majority of inventory available via Real-Time Bidding (RTB) is in lesser known publishers’ apps.
As a result, Human Demand has built a proprietary Brand Safety Index for all 2M+ apps available on both Android & iOS and classified them based on proprietary brand safety scale. Known as AppAudience, we encourage our clients to leverage not only first-party data, but the combination of third-party data associated with anonymous mobile identifiers and our publisher database of Brand Safe applications to minimize the cost of media, target the individual, and in turn, hit their goal Key Performance Indicators (KPIs).
The inclusion of BlueKai data on Human Demand’s platform is just another step in the maturation process of mobile ad tech. Plus, it helps us meet our mission of making mobile advertising look good and easy for the marketer.
BlueKai is Big Data for Marketing. The BlueKai Data Activation System enables marketers and publishers to use what they know to power what they do, turning insights into action, and driving higher efficiency & performance in their marketing. Through data activation, our enterprise-level SaaS solution unites fragmented data sources to drive omni-channel data aggregation and targeting. BlueKai's customers use data to analyze, advertise, optimize and monetize their audiences in ways that were previously unavailable to them and with BlueKai's "data unchained" methodology, your customized data segmentation can be leveraged anywhere and is not restricted to any single channel. BlueKai has been delivering big data-driven marketing solutions since 2008 to more Fortune 500 brands than any other data platform. BlueKai is a wholly-owned subsidiary of Oracle and the Oracle Marketing Cloud.
About Human Demand
Human Demand provides brands and agencies with a fully transparent, highly scalable and efficient mobile media solution. HD utilizes real-time bidding (RTB) programmatic exchange buying, and layers in unique data targeting sets including hyper local geo-targeting. We execute rich media and video mobile ad campaigns, in addition to standard mobile display banners. As a DSP, Human Demand offers agencies and trading desks the industry’s most robust RTB self-serve platform for mobile ads. The Company leverages its proprietary technology platform to bid on and serve advertisements across all Mobile Ad Exchanges. As a DMP, the Company enriches the typically undifferentiated mobile display and video inventory in real time and makes it intensely more valuable. The Company delivers targeted mobile audiences at scale through its proprietary "AppAudience" data, superior location insights, campaign optimization, and visual analytics.