Omar 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?
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.
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