“We’re focused on building out products for brands that bring what we call ‘evergreen’ demand,” said Keiser. “The reason why a company like Criteo has been so successful is because Marriott never wakes up and says, ‘I don’t want to fill more rooms.’ We’re focused on being the A9 and Criteo of email while offering more of a full stack.”
By “full stack,” Keiser’s referring to new tools coming down the pike focused on “Marketing To Intent,” the business division led by Shiven. These tools will focus on helping brands and publishers do more with their deidentified customer data.
LiveIntent’s focus, thus far, has been deals it cuts directly with publishers like the New York Times and Washington Post, as well as brands like Marriott, Kraft and Walmart, to programmatically serve ads in email newsletters consumers have already opted into.
Keiser sees more opportunity to take LiveIntent’s people-based model and apply it to new use cases. For instance, a company like Square maintains relationships with many small to midsize merchants, many of whom lack reach with regard to their own email lists.
LiveIntent could let merchants match their customer lists with its publisher network for audience extension, Keiser claimed.
“Fraud is virtually nonexistent with our platform and that’s because we know what throat to choke on every impression,” Keiser said. “We’re never more than one hop and a skip away from the publisher, DSP or advertiser. We’ve promised our publisher customers we can do competitive blocking and I wouldn’t want to work with a partner if it meant I couldn’t block an ad for my own customer.”