Home Data BlueKai Data CEO Tawakol On New Certification Program
Data

BlueKai Data CEO Tawakol On New Certification Program

By AdExchanger

SHARE:

BlueKaiOmar Tawakol is CEO of BlueKai, an online data exchange.

AdExchanger.com: Regarding your new BlueKai Certification Program, ad networks and buying platforms must be excited – you’re performing lead gen for them, are you not? What is BlueKai getting?

OT: Yes, the new program is definitely designed to drive agency leads directly to our partners. It’s a win-win situation because not only are we making it easier for agencies to adopt, we are also minimizing channel conflict and driving data-ready leads directly to our partners. BlueKai still gets paid for the data transaction – with the new process, agencies streamline their media and data buying through the media partners, who in turn, pays us for the data portion of the campaign.

What challenge were marketers running up against that prompted the program?

When we launched the BlueKai Exchange, we saw immediate excitement from the agency community on the need to define quality “data” to power their online campaigns. However, buying data separate of the media appealed to the early adopter agencies. For the rest of the agencies, the extra legal steps and separate insertion orders created work many of them would prefer to avoid. This prompted the creation of the Certification program with the goal of helping agencies get from “interest” to “running BlueKai-powered campaigns” in the most streamlined way possible. We’ve received very positive feedback from the agency community and we feel the program is successful in addressing some of the adoption barriers.

How is the BlueKai data set differentiating itself today?

BlueKai’s differentiation remains the same. We are the only online data exchange who focuses on bringing intent data at scale to impact more effective online targeting. We only work with top tier commerce, travel and auto comparison sites to aggregate the most valuable in-market retail, travel and auto data into the BlueKai Exchange. With over 120 unique shoppers across these verticals, we’re providing unparalleled access to low-funnel, ready-to-buy audiences. While our unique focus is intent data, we also partner with data providers to bring top-funnel data into the exchange for marketers interested in branding and awareness efforts.

Follow BlueKai (@BlueKai) and AdExchanger.com (@adexchanger) on Twitter.

Must Read

Comic: No One To Play With
Privacy

Google Pulls The Plug On Topics, PAAPI And Other Major Privacy Sandbox APIs (As The CMA Says ‘Cheerio’)

Google’s aborted cookie crackdown ends with a quiet CMA sign-off and a sweeping phaseout of Privacy Sandbox technologies, from the Topics API to PAAPI.

Platforms

The Trade Desk’s Auction Evolutions Bring High Drama To The Prebid Summit

TTD shared new details about OpenAds features that let publishers see for themselves whether it’s running a fair auction. But tension between TTD and Prebid hung over the event.

Monopoly Man looks on at the DOJ vs. Google ad tech antitrust trial (comic).
antitrust

How Google Stands In The DOJ’s Ad Tech Antitrust Suit, According To Those Who Tracked The Trial

The remedies phase of the Google antitrust trial concluded last week. And after 11 days in the courtroom, there is a clearer sense of where Judge Leonie Brinkema is focused on, and how that might influence what remedies she put in place.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Marketers

The Ad Context Protocol Aims To Make Sense Of Agentic Ad Demand

The AI advertising agents will need their own trade group eventually. For now though, a bunch of companies are forming the Ad Context Protocol, or AdCP.

Digital Out-Of-Home

OUTFRONT Is Using Agencies’ AI Enthusiasm To Spur Wider Programmatic OOH Adoption

The desire for a data-driven reinvention of OOH inspired OUTFRONT to create agentic AI tools for executing and measuring OOH campaigns and comparing OOH to other channels.

Publishers

Inside PubDesk, The Trade Desk’s New Dashboard That Shows What Buyers Actually Care About

A peek inside PubDesk, The Trade Desk’s new dashboard that gives sellers detailed info on how buyers value their inventory.

Popular

  1. Comic: No One To Play With
    Privacy

    Google Pulls The Plug On Topics, PAAPI And Other Major Privacy Sandbox APIs (As The CMA Says ‘Cheerio’)

    Google’s aborted cookie crackdown ends with a quiet CMA sign-off and a sweeping phaseout of Privacy Sandbox technologies, from the Topics API to PAAPI.

  2. Comic: In The Media Mix
    Marketers

    MMM Isn’t As Scary As Marketers Think – But You’ve Got To Do It Right

    Deli meat company Land O’Frost has been leaning into a new MMM approach to figure out which opportunities it’s been overlooking – or even inhibiting.

  3. Marketers

    The Ad Context Protocol Aims To Make Sense Of Agentic Ad Demand

    The AI advertising agents will need their own trade group eventually. For now though, a bunch of companies are forming the Ad Context Protocol, or AdCP.

  4. Platforms

    The Trade Desk’s Auction Evolutions Bring High Drama To The Prebid Summit

    TTD shared new details about OpenAds features that let publishers see for themselves whether it’s running a fair auction. But tension between TTD and Prebid hung over the event.

  5. PODCAST: The Big Story

    Prebid, Meet OpenAds

    Shortly after Trade Desk CEO Jeff Green said the DSP would splinter off from Prebid, he showed up at the Prebid Summit. Then, at ScreenShift, we learn what the TV industry thinks about AI.