"When we told Responsys our clients were integrating Responsys data along with their other data, for a long time they were like, ‘How are you doing that?’ But we built a technology not reliant on APIs,” Zeszut said.
Zeszut also hopes Beckon’s technology will help solve some of the data portability challenges marketers face with walled gardens.
“One basic issue is the format,” Zeszut said. “Sometimes there’s an API where you can get data out in a really structured and formal way, and then there are other tools that don’t allow you to do that. You’d see [companies] that use this horrible PDF format. Or [others] which didn’t have APIs for years. Some don’t want you to get those data inputs.”
Zeszut said Beckon’s cross-platform measurement has attracted holding company investors as well, though she’s hesitant letting them have a financial stake in the company.
“We realized that’s not our best move,” she said. “It’s in our best interest to remain independent and neutral. Brands like Coke are figuring that out big-time, where if you are the execution tool, you should not be the measurement tool. Just how media agencies can traffic the ad, but you should not also pay them a $15 million retainer to tell you how great it’s working.”