BlueKai Partners With Tapad To Help Brands Unify Data Across Screens

With Unified View Across More Than 1 Billion Devices, Brands Can Now Get Accurate Audience Data and Improve Marketing Campaign Performance

News provided by

BlueKai

Apr 23, 2014, 09:00 ET

CUPERTINO, Calif., April 23, 2014 /PRNewswire/ -- BlueKai, the industry's leading SaaS solution for data management, analysis and activation in marketing, today announced a partnership with Tapad, the leader in unified cross-device marketing technology.

BlueKai's Data Management Platform (DMP) clients will now have access to Tapad's Device Graph™. When combined with BlueKai's first-party data, brands will have an accurate, unified view of their target audiences and can understand their actions across multiple screens. The benefits to brands include notable improvements in marketing campaign response rates and more efficient marketing spending, while consumers will see greater relevance and continuity across devices.

Tapad is best known for its groundbreaking cross-screen technology, housed within its proprietary Unify platform. Unify's device data management system is the Tapad Device Graph and contains one billion devices "unified by Tapad™."

"Tapad's Device Graph is among the most accurate cross-device marketing technologies for the marketplace and we're excited to be featuring it as part of our DMP offering," said Jeff Frantz, Vice President of Mobile for BlueKai. "By combining Tapad's technology with our data management platform, marketers will now be given a clearer and more unified picture of their audiences while gaining invaluable insights into the effectiveness of their campaigns that transcend devices and screens."

"When it comes to data-driven marketing, BlueKai is among the most innovative and quality-oriented in the business," said Are Traasdahl, Tapad Co-founder and CEO. "We've been a BlueKai client for more than a year, and now we're looking forward to deepening that relationship beyond just buying audiences. We're helping BlueKai provide even greater value in the marketplace by cross-device enabling their entire platform."

Other benefits to the BlueKai, Tapad partnership include:

Increased scale in mobile – Even without an action taken on mobile, BlueKai can determine interest in a product based on behaviors on a desktop
Dynamic creative – When an action is taken on one screen, marketers can now follow up on another related device
Media efficiency – Brands can measure the impact of marketing campaigns across devices while allocating their budget based on a more complete understanding of cross-device and cross-tactic results.

About BlueKai
BlueKai is Big Data for Marketing. The BlueKai Data Activation System enables marketers and publishers to use what they know to power what they do, turning insights into action, and driving higher efficiency & performance in their marketing. Through data activation, our enterprise-level SaaS solution unites fragmented data sources to drive omni-channel data aggregation and targeting. BlueKai's customers use data to analyze, advertise, optimize and monetize their audiences in ways that were previously unavailable to them and with BlueKai's "data unchained" methodology, your customized data segmentation can be leveraged anywhere and is not restricted to any single channel. BlueKai has been delivering big data-driven marketing solutions since 2008 to more Fortune 500 brands than any other data platform. BlueKai is a wholly-owned subsidiary of Oracle and the Oracle Marketing Cloud.

About Tapad
Tapad Inc. is a marketing technology firm renowned for its breakthrough, unified, cross-device solutions. The company offers the largest in-market opportunity for marketers to address the new and ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Deployed by agency trading desks, publishers, marketing technology companies and numerous Fortune 500 brands, Tapad provides an accurate, unified approach to connecting with consumers across screens. Backed by major venture firms, Tapad is based in New York and has offices in Atlanta, Chicago, Dallas, Detroit, Los Angeles, Miami and San Francisco. TechCrunch called the powerhouse Tapad team "a hell of a list of entrepreneurs who created some of the most valuable online advertising companies of the last decade."