The Data-Driven Publishing Business: The publishing business today is at a crossroads. Your audience is fragmented. Your audience is everywhere, and you need the tools to properly present yourself to your audience across any device while balancing those costs with the your ability to generate sustainable revenue growth - how do you keep up? The answer is quite simple. Data Activation.
Data Activation is the solution for publishers. Data provides you information about who your audience is, where they access your content, and what they are looking to do. Data Activation allows you to get to know your audience better and once you know more about them you can use that information to power your interactions with them, and monetize those interactions in the right way. Data Activation results in real revenue increases for you, as a publisher.
Using what you know, to power what you do
Every interaction between your audience and your content creates value even after the moment of that interaction. When you see your audience on a desktop or mobile device, you need to identify them and personalize their experience based on previous interactions. Publishers can leverage audience data to drive higher audience engagement, better results for marketers and ultimately better monetization. Enter BlueKai. BlueKai provides solutions for publishers to better analyze, optimize and monetize your audience.
Analyze, optimize and monetize your audience
BlueKai is a enterprise-level, cloud-based platform that enables you to aggregate your data, unlock the value in that data, and activate it for ad sales use cases such as premium pricing and audience extension as well as marketing use cases such as optimization and retargeting. Using the BlueKai Data Management Platform™ (DMP) and the Audience Data Marketplace you can generate more insights about your audience and turn those insights into action that results in revenue growth.
How does BlueKai achieve data activation for publishers?
BlueKai’s platform achieves data activation in three simple steps: it enables data IN from any source, allows marketers to UNLOCK the value in the data, and then delivers usable data OUT to any partner, channel or device.
Data is aggregated from any source and ingested into the BlueKai DMP™, a centralized data management platform. Whether its online data, offline data, mobile data or anywhere else you can bring it into a single location.
Once inside the BlueKai DMP, publishers can analyze and optimize data via the BlueKai Audience Analytics Suite™. They can also augment data with the Audience Data Marketplace™, the world’s largest aggregation of authorized 3rd party data providers.
Activation occurs when publisher uses these audience segments for direct or indirect monetization.
Building blocks of the BlueKai platform
Data Management Platform (DMP)
The Data Management Platform (DMP) is the essential piece of any data-driven revenue effort and the core of your enterprise-publishing suite. The DMP is the centralized system where all your data is stored, analyzed and used to build customized audience segments. With a DMP you can do many things:
- Yield management: Monetize your existing users better
- Increased inventory: extend and amplify your audience for more revenue
- Share profiles: Monetize partnerships more effectively
- Cross-channel ID: identify your audience across any device
- Site optimization: Personalize the customer experience
- Network effect: create new partnerships with private data connections with Fortune 1000 brands.
Included in the Data Management Platform are both the Audience Analytics Suite and the Applications by which marketers are able to do more with data.
Audience Data Marketplace
Check out the unveiling of the BlueKai Audience Data Marketplace as Oracle Data as a Service for Marketing!
Join us for a live webinar on July 22 or check out the on-demand version here.
The Audience Data Marketplace is the world’s largest collection of branded and unbranded 3rd party data available online. Directly integrated into the BlueKai DMP, the Marketplace provides direct access to more than 200 data providers, more than 30 of whom are branded and transparent in the system. BlueKai DMP publishers receive unfettered access to all of the data available in the Marketplace for use in audience analytics at no additional charge. Data fees are only associated with “activation” of data for outbound advertising or marketing, enabling BlueKai customers to “try before they buy” when it comes to 3rd party data. This can then be used to supplement what you know about your audience by giving you a much richer, 360 degree view of them, which is helpful in developing custom audience segmentation.
- Provides the largest collection of branded and unbranded 3rd party data.
- Gives free access to data for analytics purposes.
- Enables deeper understanding of your audience, both customers and prospects.
- Allows you to acquire and target new prospects with data from 3rd party sources.
- Combines data and allows data segmentation to drive audience expansion.
- Enables you to port your audience anywhere in the media ecosystem via BlueKai's Partner Program.