News

BlueKai, interCLICK Partner To Rev Up Online Campaign Results

Written on: Oct 21, 2008
Author: Kathleen |
: Share; BlueKai, interCLICK Partner To Rev Up Online Campaign Results

ADOTAS – Online data exchange BlueKai and ad network interCLICK are teaming up to increase scale and targeting precision for online advertising campaigns across interCLICK’s ad network, the companies said.

“At BlueKai, our model is built on a belief that intent data is THE essential ingredient that drives efficient targeting for any online advertising initiative. The campaign success realized by interCLICK and its automotive client is a true validation of this emerging model,” said Omar Tawakol, CEO, BlueKai. “We look forward to a continued partnership with interCLICK to deliver marketing value to their clients, but at the same time, bring consumer participation and control into the equation.”

After a recent test, the companies report that one auto manufacturer’s in-market campaign gained significant traction. Some of the highlights:

interCLICK supplemented its own vertical market data with data it acquired and customized from BlueKai to return a response rate two-to-three times greater than ordinarily achieved with traditional contextual or demographic targeting.
With the BlueKai data it had validated and tested, interCLICK clearly identified an audience of auto prospects who displayed intent to purchase a specific type of car from its client’s and competitors’ brands.
Once the campaign launched, performance even outperformed advertiser re-targeting while delivering much higher reach, proving that BlueKai data was the most effective data source interCLICK tested for this campaign.
Incorporating BlueKai data, interCLICK assembled a qualified in-market auto audience of more than 3.1 million impressions in less than one month.
With interCLICK’s deep network transparency, the auto manufacturer was able to see how well its campaign performed on a site-by-site basis across the network in order to adjust segments and allocations for future campaigns.

“We understand that behavioral targeting is only as good as the data, which is why we team with providers like BlueKai to deliver greater campaign transparency and performance to our clients,” said Michael Katz, president, interCLICK. “It’s not just about collecting volumes of data on would-be buyers, it’s about finding the best data and delivering access to consumers in the right context, at the right time.”

Reader Comments.

No comments yet

Tags: bluekai, interactive-advertising, interclick, internet-marketing-advertising, online-advertising-network and online-data-exchange

More News

Right now, at the beginning of 2012, what are you watching the most closely for its ad and marketing opportunities?
Mobile. Smart devices have become standard, and advertising is only going to become more creative there.

Online video. It's a real competitor to TV now, and it presents really interesting ways to engage viewers.

Social media. The new Facebook timeline and the surge of Google+ have cracked the game wide open again.

Tempting as it might be, I don't want to get too involved in one aspect.

See, I think this might be a good time to see what would happen if we revisited MySpace, but made the ads slightly bigger... with more strobe effect.

View Results
Loading ...

Polls Archive

Latest News

Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »

Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »
Weird Study: Mobile Purchasing While in the Bathroom on the Rise February 3rd 2012 DM CONFIDENTIAL - According to 11mark, three-quarters of Americans with mobile [...] more »
This Week’s New Hires February 3rd 2012 ADOTAS – Another week, another round of new gigs. Here [...] more »
Two Surveys: What Are We Doing with Mobile Devices During the Super Bowl? February 2nd 2012 ADOTAS - With the Super Bowl fast approaching and the [...] more »

News Archive

Features

Rethinking the Online Advertising Ecosystem, Part One: Independent Publishers February 8th 2012
Case Study: Social Ad Effectiveness February 8th 2012
Video: “Build an SEO Foundation” Excerpt February 8th 2012
Covering the Digital Buy: Super Bowl Winners and Losers February 8th 2012
How Social Targeting Can Lead to Discovery February 7th 2012

Features Archive

Spotlight

Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...

Adotas

Where media buyers start online

Navigation

Supplementary Navigation