BlueKai Audience Tool Goes Mobile

BlueKai has extended its visitor analytics and retargeting system, DAS, into the mobile arena with what it describes as 'the industry's first ever mobile end-to-end, cloud-based solution'.

DAS (Data Activation System) integrates access to third party data with clients' own databases to allow them to identify, analyze and re-target mobile site visitors and target new mobile audiences. The upgrade, delivered via a partnership with device recognition specialist AdTruth, means BlueKai's full suite of products including its Data Management Platform (DMP), BlueKai Exchange and audience analytics will now be mobile-aware: clients can also perform lookalike modeling and site customization for mobile audiences, and access the mobile data exchange to find relevant audiences.

Simultaneously, BlueKai is launching a proprietary technology called Mobile Privacy Guard (MPG), promising to help users maintain 'a high level of anonymity' on their mobile devices. The system uses 'a novel twist on noise injection techniques' to ensure a device is 'immediately anonymized' while maintaining value for advertisers.

Cory Treffiletti, SVP of Marketing, says marketers are marketers are 'looking for ways to be competitive and effective' in mobile as ad spend surges. He adds: 'BlueKai's DAS promises to help marketers and publishers realize the full potential of first and third party mobile data at scale while still providing a solution for maintaining consumer privacy in mobile.'

BlueKai is a privately-held corporation based in Cupertino, California, and is online at www.bluekai.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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