Kinesso Launches 'Kii' Intelligent Identity Solution

Interpublic's marketing intelligence company Kinesso has launched a solution called Kinesso Intelligence Identy (Kii - pronounced 'key') to help marketers reach and connect with relevant audiences.

Kinesso, which was formed in 2019, offers a connected suite of applications tapping patent-pending technology, machine learning, and data from Acxiom and other providers. Kii can be adapted to both the open web and so called 'walled gardens' like Google and Apple, making possible a privacy-first approach to identity in order to plan, execute and measure customer experiences.

The solution uses a proprietary approach called Cascade Syndication, which matches audiences to a media outlet through onboarders and / or direct connectors. In addition, by taking a brand's first-party CRM data and mapping it to Kii identifiers, the tool can reduce the costs associated with third-party onboarders, while matching estimates for numerous platforms to enable brands to avoid paying for unmatched records.

Kii is currently available in the US, with planned expansion to the UK, Australia, Germany, Canada and other countries in 2022. Arun Kumar (pictured), CEO at Kinesso and Global Chief Data & Marketing Technology Officer at IPG, comments: 'While brands are spending billions of dollars on technology to ensure addressability ahead of the demise of the third-party cookie, no approach has been able to connect identity across all 'doors' of the marketing ecosystem. Rather than merging all channels into one integrated 'firehose', Kii unlocks the borders between media, paid, and direct mail, in a channel agnostic way'.

Web site: www.kinesso.com .

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