Innovative digital ad targeting firm TruSignal and BlueKai, the world’s most complete platform for data management, analysis and acquisition, today announced an expanded partnership to provide online advertisers a more precise way to target high value consumers across several product and service categories, including automotive insurance, life insurance, financial products and education.
Effective immediately, TruSignal’s Ideal Audiences, built using patented predictive analytics and aggregated real-world first- and third-party data, are now publicly available for purchase on the BlueKai Exchange, the largest marketplace for anonymous third party audience data.
This expanded partnership comes at a time of rapid growth in data-driven digital advertising. Online behavioral advertising revenue is expected to reach $7.1 billion by 2015, according to Parks Associates’ 2011 report on “Trends in Behavioral and Contextual-based Advertising.” Direct marketers have achieved great success by leveraging online behavioral data to efficiently reach consumers in-market for various products, or so-called hand raisers.
TruSignal Ideal Audiences differ in that they use no online behavioral data. Using its patented predictive analytics and big data warehouse of offline consumer profile information, TruSignal’s Ideal Audiences enable marketers to precisely target key messages only to those online consumers that “look like” current high lifetime value customers – ideal for upper-funnel, brand advertising. The value of TruSignal’s audience targeting solution is evident. A recent TruSignal campaign with a leading life insurance broker saw an increase of 60% in lifetime value (LTV) compared to the average customer.
The partnership also enables direct response-oriented clients to combine BlueKai’s in-market data segments with TruSignal’s high value profile segments to maximize ROI from direct customer acquisition campaigns. For example, to improve campaign quality, an insurance direct marketer can use TruSignal’s Auto Insurance Ideal Audience in combination with in-market signals to target only hand raisers who are more likely to open a new policy.
“We are thrilled to be expanding our successful partnership with BlueKai,” said David Dowhan, TruSignal president. “We can now offer marketers the ability to reach high value consumers with greater ease, precision and scale than ever before.”
“TruSignal’s ability to identify consumers based on their lifetime value is key to driving targeted brand performance for marketers,” said Omar Tawakol, BlueKai chief executive officer. “We are excited to add TruSignal’s complimentary data asset to the BlueKai Exchange.”
TruSignal was spun off from eBureau, its sister company, in January 2012. Previously, eBureau chose Bluekai as its data management platform (DMP) solution, and has been delivering custom-built private audience targeting segments to select advertiser clients since late 2010.
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TruSignal helps leading consumer marketers and their advertising agencies discover and reach their ideal audiences at scale across one-to-one digital marketing channels, including display, video and mobile. TruSignal’s patented data mining and predictive analytics platform enables both direct marketers and brand advertisers to more precisely target their digital advertisements for improved campaign results. TruSignal was spun off from eBureau, its sister company, in 2012. TruSignal is a wholly-owned subsidiary of xTech Holdings, Inc., and its investors include Redpoint Ventures, Split Rock Partners and Tenaya Capital. For more information, please visit tru-signal.com.
BlueKai provides leading solutions for comprehensive data management, acquisition and analytics to maximize performance from all audience data. The BlueKai Platform™ is a complete technology solution for managing private data assets and analyzing campaign performance to maximize return on marketing dollars. The BlueKai Exchange™ is the world’s largest marketplace for anonymous 3rd party audience data, with exclusive access to BlueKai Intent™ and branded data in reaching more than 200M unique users across the entire marketing funnel. As an industry leader in consumer transparency and control, BlueKai has created book-end solutions including a registry for consumers to see what marketers know about them, edit their online preferences and gain rewards through charitable donations. The privately-held company is based in Cupertino, Calif., and is a recipient of the 2011 OnMedia B2B Company of the Year award.
Jeff Liebl, CMO
Sparkpr for BlueKai