AdExchanger.com: What keyed your interest in offering a self-serve media business that leverages Bizo data?
RG: It's all about getting our capabilities into the hands of businesses that might not have the budget to spend $10,000 per month. With our self service tool, a marketer can target their business audience for as little as $5.00 per day.
Where will you find inventory sources for the self-serve model? Also, will you offer features like frequency capping, for example?
At first, all of the inventory will be our same managed publications that we work with for our premium advertisers. We will not be offering frequency capping to start, but it's likely that it will be part of the feature set we'll offer down the road. We plan to listen to customer needs and build features that they ask us for.
Doesn't this cannibalize business with your partners who are selling Bizo data?
We don't think that there is any cannibalization with this product because there isn't anybody who offers our data in a self-service capacity for the small marketer. One of the reasons we are looking to bring this to market is because there isn't any other solution for the small business to reach a targeted business audience.
Any plans to offer a full-service media business?
No, we are a data provider at our core. We don't plan to get into production or creative.
By John Ebbert