Asked about concerns over marketers leveraging a rival’s shopper data, Ross said Helix has mechanisms in place to prevent poaching. For example, an anonymized profile must be tracked from multiple locations (such as a browsing history and a previous purchase), not lifted directly from a rival’s transaction data.
He also claimed the overall size of the pool is large enough – with more than 500 million profiles – to obscure any single retailer’s data.
The launch of Helix comes in the wake of some high-profile hires from the retail industry, including those of Oracle retail solutions VP Heather Blank and former Macy’s omnichannel director Iday Shanawaz.
Blank said the key differentiator isn’t just raw consumer data, but overlaying those transactions with web browsing and behavioral data.
Eventually, MediaMath may extend Helix’s retail data assets into other aspects of its media buying, such as influencing paid-search bids or email marketing, according to Ross. For now the company is focused on adding potential data partners and integrating clients onto the platform.