AudienceScience says it wants to connect known customer records and CRM data with anonymous audience acquisition, which Gossman views as a logical extension of marketing automation.
“How do I find, within the haystacks of all the traffic in the world, a consumer that will be most interesting to a client or campaign?” he said. “Then, once you find those anonymous users, you can bring them through a more traditional marketing funnel of known users on the B2B side or a customer management system like B2C would have.”
Meanwhile Peralta, as CSO, will be charged with forming partnerships with agencies, media sources and other tech providers to create a network effect or partner ecosystem similar to the ones provided by marketing clouds like Salesforce or IBM.
Another big focus for Peralta is maintaining AudienceScience’s buying power as inventory sources become increasingly walled (read: Facebook and Google). But the company acknowledges there is giant addressable opportunity beyond the walled gardens, too.
“If you’re a big global brand like P&G, you’re looking at inventory through a wide, global lens,” Peralta said. “Yes, Google and Facebook are big, but they’re not in China and we’re probably the biggest buyer of video in China today. While the US may be P&G’s biggest market today, not too far off it’ll be China.”
AudienceScience has raised a total of $56 million.