Bizo CEO Russell Glass discussed the deal and its implications.
AdExchanger.com: What does this partnership say about the data business model as a whole?
RG: Industry leaders are specializing on their core competencies. Bizo is producing premium quality B2B data, and BlueKai is creating the world’s best data distribution platform. Together, it means that BlueKai can offer the best B2B data and Bizo can ensure its partners can get that data wherever and whenever they need it.
Why partner with BlueKai? Can we expect more data deals likes this
We’ve worked with BlueKai for almost a year already, but we expanded the partnership because we had mutual clients, partners and prospects. With Bizo and BlueKai working together, the distribution synergies are powerful. This really allows us to continue to focus on creating the world’s best B2B data, rather than having to worry about integration iterations that need to be done to deliver data to hundreds of partners. It’s a huge strategic advantage for us.
When Bizo "verifies" data before being sent to BlueKai, what is Bizo technology doing?
Bizo’s platform is designed to create quality data at scale. When we verify data, we’re putting it through a series of algorithms that compare and contrast the raw data to the billions of data points that we process monthly. Ultimately this feedback loop allows us to deliver the high quality data that our clients are used to. With this deal, all B2B data that goes through the BlueKai platform will go through this same process.
For your DSP and ad network clients, how does the new BlueKai partnership affect those deals? Is it cheaper for them to buy through BlueKai than direct from you?
The partnership doesn’t affect our deals with DSPs and ad networks from a business model standpoint – they will be paying the same as they have always paid, and there is no economic advantage to working with BlueKai or Bizo directly. They will be working with us exactly as they always have and we will continue to service all of our accounts directly. The big difference with this partnership is that BlueKai’s platform will be powering a portion of the Bizo distribution system and will be give us more throughput on data and better reporting than we provide today, so our partners will benefit from the investments BlueKai has made in their distribution and reporting.
By John Ebbert