Best Behaviour: Launch for 'Polite' Ad Targeting Firm

Today sees the launch of BlueKai, which claims to offer the first 'polite marketing' data exchange - giving consumers access to and editing of the data stored on them, and promising the online equivalent of high quality prospect lists.

The team responsible have in-depth experience from online advertising, behavioral targeting and data mining at companies such as Yahoo!, Revenue Science and Right Media, and include CEO Omar Tawakol, Chief Revenue Officer Grant Ries, CTO Mike Bigby and VP of Products and Operations Alex Hooshmand.

The new company focuses on premium 'intent data' based on purchase-driven behaviors such as searches for auto, travel and product comparisons. It will partner with data sellers to aggregate anonymous shopping and research behaviors across the Internet and 'auction the data to drive monetization in a privacy-friendly way'. Says Tawakol: 'BlueKai's vision for a data exchange stemmed from solving a fundamental online advertising challenge: the ability to assemble truly qualified online audiences at significant scale. At the core, the industry lacks a standard for defining audience quality and it has become acceptable for audience definitions to be vague and inconsistent. At BlueKai, we believe that data access will re-invent the way the industry thinks about online ad targeting'.

Consumers can edit their online preferences or opt out completely via an online tool on the firm's web site. In future, it hopes to enhance the facility with the option to 'add' products or services consumers are in the market for. The firm is a full compliance member of the Network Advertising Initiative (NAI).

Jim Riesenbach, President and CEO of car purchase site and Blue Kai user Autobytel, comments: 'We are pleased to be able to work with BlueKai to provide opportunities long sought by auto makers and other marketers for more precise, relevant and efficient customer targeting through this powerful new marketing product, while at the same time fulfilling our strong commitment to consumer privacy and empowerment.'

A privately-held company based in Bellevue, WA, BlueKai received $3.2m in developmental capital in a round led by investor, Redpoint Ventures. Web site: www.bluekai.com .

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