Extends Industry Leading Standard for Consumer Data Disclosure and Transparency to Web Publishers and Marketers
SEATTLE – BlueKai, the world’s largest data auction marketplace for all audience data and online marketing’s largest source of user intent data, today announced the launch of a white-label version of the BlueKai Registry. Developed for publishers and marketers, the registry provides an out-of-the-box solution for supporting transparent consumer data collection.
Since its launch in September 2009, BlueKai has uniquely enabled consumers to see the anonymous targeting data that has been collected about their shopping preferences by BlueKai data providers. Via an online tool available at http://www.bluekai.com/registry, consumers have the ability to edit their online preferences or opt out completely. The white-label consumer registry functions the same way; enabling any site visitors to see what data is being collected by a particular site or opt out. This is a complimentary tool for all BlueKai customers to encourage wider industry adoption of transparent data collection practices that promote consumer awareness, control and trust. BlueKai plans to roll out a similar tool for all publisher sites and marketers in the near future.
“At BlueKai, we have recognized from the beginning that many consumers care about their privacy. Two years ago, we created the BlueKai Registry, which provides consumers transparency and control over what marketers know about them. Recent developments in Washington including proposed legislation make it incumbent on all site publishers and marketers to be more diligent with their audiences about their data collection practices,” says Omar Tawakol BlueKai’s CEO. “Our white-label registry makes it easy for any website to adapt the industry standard we have established with BlueKai’s consumer-friendly registry.”
“The NAI encourages continued, pro-consumer privacy innovation from our members,” says Charles Curran, Executive Director of the Network Advertising Initiative. “It is an increasingly important focus for advertising providers and Web sites to offer improved visibility and control to consumers over the information used to provide them more relevant advertising. We encourage BlueKai and others to share technology like this for industry-wide adoption. ”
“TRUSTe’s clients enjoy the benefits of a strong consumer privacy program and recognized trademark. Data collection and disclosure has become an increasingly important topic to address as part of our clients’ web strategies,” says Fran Maier, President and Executive Chair of TRUSTe. “The white-label consumer registry from BlueKai is a clear solution to an obvious demand in the market.”
This white-label registry marks another consumer-focused innovation that BlueKai has developed to further its consumer disclosure initiative on an industry level. In November 2009, the NAI announced the release of a consumer opt out protector, also developed by BlueKai.
At the center of the digital data economy, BlueKai (www.bluekai.com) created the world’s largest data auction marketplace for all audience data. BlueKai aggregates valuable shopping and research activities across the Internet to build the largest source of intent data on over 160M shoppers across 7 key verticals including auto, travel, finance and retail. BlueKai now sees 200 million unique consumers each month and manages over 750 million data events per day. In strategic partnerships with top data aggregators, the BlueKai Exchange collectively offers over 30,000 data attributes across in-market, demographic, geographic, lifestyle, and B2B categories to increase performance and scale for direct response and branding campaigns.
BlueKai is designed with consumer transparency and control in mind. The BlueKai Registry enables consumers to see what marketers know about them, edit their online preferences and gain rewards in charitable donations. The privately-held company is based in Bellevue, WA and is a recipient of the AlwaysOn 2009 OnMedia 100 award as a Technology Innovator in Advertising.
