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Marketing Cloud Companies Qualia and BlueCava Announce Merger

Written on
Jan 21, 2016 
Author
Adotas  |

Qualia Media,a media platform that targets using audience models based on multiple “consumer intent” signals. and BlueCava, a company offering cross-screen SaaS-based marketing solutions, announced a definitive agreement to merge.

The combined companies will provide the first fully integrated end-to-end cross-screen marketing solution that addresses the consumer’s path from intent signal to attribution. As a wholly owned subsidiary of QBC Holdings, LLC, the company will operate under the brand of Qualia and will be funded by existing shareholders of both companies.

The new organization will focus on solving the #1 problem for brands, agencies and marketing platforms: In the new and increasingly complex “always-on” mobile consumer landscape — with billions of devices and 100s of billions of ‘intent to buy’ signals available every day — advertisers struggle to find their best prospects and optimize marketing spend across the proliferation of devices.

Qualia and BlueCava’s cloud-based platform will provide advanced, SaaS-powered capabilities for identifying, targeting and converting buyers who are ‘in-market’ for purchase, in real time, across all devices.

The platform provides robust measurement and attribution metrics, allowing for complete end-to-end functionality, both on programmatic platforms and through direct media buys.

Headquartered in New York City, the new company will be led by the highly accomplished industry veteran Kathy Leake (pictured top left) Leake was previously Co-founder and CRO at Dstillery and also spent more than 20 years in senior agency roles at Omnicom, WPP, Ogilvy & Mather and Chiat Day. For the past three years she has served as Qualia’s CEO, during which time the company has grown more than 2000%.

“I’m thrilled to have the opportunity to finally bring a holistic cloud-based solution to the industry that can optimize marketing spend for brands across channels,” said Leake. “By layering the unmatched strength of Qualia’s real-time consumer intent signals on top of BlueCava’s highly accurate cross-screen device graph, we will now be able to bring marketers a solution that redefines the effectiveness of programmatic marketing. Our experience working together over the past year has demonstrated the value of combining BlueCava’s cross-device data with Qualia’s purchase intent signals and has resulted in a more intelligent device graph with conversion rates that are significantly higher than competitors. Together, we’re creating a more powerful solution for marketers that finally closes the loop from commercial intent signal to device attribution.”

“Qualia was an intuitive fit for us from the beginning. They have been a natural partner and one of our most sophisticated clients — given their leadership and command in the data driven ad marketing space,” commented Phil Myers, Chairman and CEO, BlueCava. “With so many faulty modeling approaches in the marketplace, they uniquely understand why a household device matching approach is the best and most precise way to go. Our joint proposition now delivers on the promise of a human driven, device specific closed loop solution — and is not reliant on the inaccuracy of the picture provided by a cookie and IP alone.”

The companies’ combined customer base includes leading agencies, brands, data tech, and ad tech companies. Qualia’s technology is integrated into all major DSPs, and the company runs campaigns for leading global brands.

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