eBureau and BlueKai Partnership Provides New Level of Targeting Precision at Scale for Digital Advertisers

BlueKai’s Data Platform™ Selected to Support Availability of eBureau’s Audience Data

BELLEVUE, Wash. & ST. CLOUD, Minn.--()--eBureau, the leading provider of predictive analytics for performance marketers and digital advertisers and BlueKai, the world's largest auction marketplace for all audience data and data management platform provider today announced a partnership that offers advertisers a more precise method of audience targeting for online advertising campaigns. Supported by the BlueKai Platform™, eBureau’s Audience Targeting solution defines Custom Audiences for advertisers and enables them to buy media against these audiences across BlueKai’s channel partners. eBureau’s Custom Audiences are created specifically with the advertiser’s ideal customers or new prospects in mind, built using offline data, and subsequently targeted online using a single, anonymous attribute. “Together, eBureau and BlueKai offer a precise, scalable and easy-to-use solution that enables advertisers to target online display ads against their ideal audiences across the Internet,” said Omar Tawakol, CEO of BlueKai. “We’re excited to partner with eBureau, a clear leader in predictive analytics and pleased to be their technology platform to carry out the promise of creating high-value, highly targeted audiences to the marketing community.”

The BlueKai PlatformTM is widely regarded throughout the industry as the leading technology platform for data management, audience planning, analytics, data portability, and protection. eBureau has chosen BlueKai as its exclusive data platform for its Custom Audiences offering, where clients benefit from access to a tailor-made solution that delivers precision and scale in order to reach high value customers. BlueKai simplifies the approach for purchasing media and targeting customers on a broad scale with nearly any ad network, demand side platform, agency trading desk or publisher.

“BlueKai is the most forward-looking, innovative data technology in the marketplace to help us build data portability, scale and consumer privacy tools for our Audience Targeting solutions,” said Jeremy Longinotti, general manager for Audience Targeting, eBureau. “Joining BlueKai’s partner network and helping digital advertisers achieve greater targeting success in reaching consumers is exciting for both of our companies.”

Through this partnership, marketers are no longer forced to make a tradeoff between precision and scale. Because eBureau Custom Audiences are built using tens of thousands of predictive factors to identify ideal customers and new prospects, the addressable audience is dramatically larger than a simple demographic approach. To build a Custom Audience, a marketer defines their customer profile, using input from their historical performance data, customer lists or demographic and/or psychographic criteria. eBureau’s predictive analytics platform amasses the client data with eBureau’s extensive amount of offline data to define the marketer’s unique target market. The results are distilled into a single, custom targeting attribute representing the Custom Audience and made available only to those clients through the BlueKai PlatformTM.

eBureau will also join BlueKai’s strong alliance of top-tier data providers in the BlueKai ExchangeTM, the world’s largest data marketplace and the de facto standard for open and transparent audience data trading. Through the BlueKai ExchangeTM, advertisers can purchase eBureau’s Premium Demographics and Prebuilt Audiences beginning in Q1 2011. eBureau’s Premium Demographics provide a highly precise and accurate view of a target market, as they are licensed from high quality sources and delivered at the individual level, not inferred from neighborhood or household information. By design, eBureau’s demographics are highly precise, allowing media buyers to fine-tune their strategies based on eBureau’s specific attributes including gender, age, marital status, household income, children present, home owner, length of residence, home value, education level and dwelling type.

eBureau’s Prebuilt Audiences predict the likelihood of response to an advertisement or offer in specific vertical categories. Unlike clusters, eBureau’s Prebuilt Audiences go beyond demographic estimates and are created using predictive models based on historical category performance and eBureau’s offline data assets. eBureau’s Prebuilt Audiences include audiences for media buyers interested in categories including auto insurance, online higher education, prepaid debit cards, and satellite television.

About eBureau

eBureau provides a powerful suite of predictive analytics and real-time information solutions to help consumer-facing businesses find their next customer. Supported by a robust data mining platform that aggregates massive amounts of consumer data, eBureau helps performance marketers and digital advertisers improve the profitability of their new customer acquisition efforts. Clients span numerous industries and rely on our Audience Targeting, Lead Quality Scoring, Contact Center Optimization and Risk Management solutions to make instant, data-driven business decisions and most effectively deliver relevant marketing messages. For more information visit http://www.ebureau.com.

About BlueKai

BlueKai (http://www.bluekai.com), the world's largest auction marketplace for non-PII audience data, uniquely gives consumers transparency and control to see what marketers know about them, edit their online preferences and gain rewards in charitable donations.

The BlueKai Exchange™, in strategic partnerships with top data aggregators, offers millions of data attributes on over 200M consumers across in-market, demographic, geographic, lifestyle, and B2B categories to increase performance and scale for direct response and branding campaigns. BlueKai Intent™ is the largest source of in-market shoppers across 7 key verticals including auto, travel, finance and retail offered exclusively through the BlueKai Exchange. By aggregating valuable shopping and research activities across the Internet, BlueKai Intent provides unparalleled access to over 160M consumers who are ready to buy.

The BlueKai Platform™ is the industry standard for the management and analysis of 1st and 3rd party data enabling collection, classification, sharing and analysis of data to better understand the non-PII attributes of current and potential customers.

The privately-held company is based in Bellevue, WA and is a recipient of the AlwaysOn 2009 OnMedia 100 award as a Technology Innovator in Advertising.

Contacts

eBureau
Laurie Healy, 612-317-2847
VP, Marketing Communications
lauriehealy@ebureau.com
or
BlueKai
Rowena Toguchi, 425-452-9200 x205
Sr. Director, Marketing Communications
rowena@bluekai.com

Release Summary

eBureau and BlueKai announce a partnership that offers advertisers a more precise method of audience targeting for online advertising campaigns.

Contacts

eBureau
Laurie Healy, 612-317-2847
VP, Marketing Communications
lauriehealy@ebureau.com
or
BlueKai
Rowena Toguchi, 425-452-9200 x205
Sr. Director, Marketing Communications
rowena@bluekai.com