B2B ad targeting data company, Bizo, announced a partnership with online ad network Martini Media, which targets high net worth consumers. Bizo will provide its B2B data segments to the ad network. Read the release.
Bizo CEO Russell Glass discussed the new Martini Media partnership and its implications with AdExchanger.com.
Martini Media would appear to be a B2C opportunity for Bizo. Are you expanding beyond B2B?
RG: We've received a lot of interest from marketers coming to us asking if our executive and c-suite categories could be used as proxies for high net worth. After a few of these tests went well, we saw an opportunity to leverage our data in a new way. I would call it "prosumer" targeting - or reaching a business executive when they're pursuing interests outside of work. Martini is one of the leaders in this category, so there was a natural fit to be working together.
As you re-sell the same cookies to different clients, are you getting any feedback regarding the rising cost of media as, potentially, different advertisers target the same user? Or is there so much inventory out there, advertisers don't have to worry about rising costs?
We're not seeing an increase in media costs based on the inventory - it's more based on the audience and the limited number of impressions where you can find the audience. As more advertisers look to get in front of the same audience, the value of the impressions those audience members can be found on are going up.
How is business breaking out between ad network sales and direct advertisers? Any trends you can report?
Our business is 60% direct sales and 40% indirect where partners like Martini and others use our data to better target B2B audiences. We expect the indirect component of our business will outpace direct sales as we grow.
By John Ebbert