New Partnership Allows Marketers to Activate First and Third Party Data to Power Twitter Ads Using BlueKai’s Data Management Platform
CUPERTINO, CA. – BlueKai, the only independent SaaS solution for data management, analysis and activation in marketing, today announced a partnership with Twitter in which the company’s data management platform (DMP) can now be used to leverage 1st and 3rd party data to power native ad targeting on the popular social network. As one of a select list of Twitter partners, BlueKai clients will be able to extend their audience targeting strategy while bringing their own audience intelligence to drive higher relevancy and engagement from Twitter ads.
With the rollout of Twitter’s new tailored audience product, brands will no longer have to rely on contextual targeting as the main proxy for identifying relevant audiences on the social platform. By bringing their own audiences or using targeting attributes from the BlueKai Audience Marketplace, clients can create audience segments and natively target them on key Twitter ad units including promoted accounts and promoted Tweets.
“Partnering with Twitter further validates that centralized audience targeting, driven by the power of big data, is becoming a cornerstone marketing strategy on Madison Avenue,” said Alex Hooshmand, Chief Strategy Officer and SVP of Operations at BlueKai. “This marks another watershed moment for our industry given social media’s scale and magnetism for brands. More importantly, BlueKai’s DMP clients will now be able to combine their own audience intelligence with sponsored content to effectively deliver the right message to the right audience across all channels including Twitter.”
Through this partnership, BlueKai clients will also benefit from the following features:
- Deliver Relevant Messaging Across all Channels – Including Twitter’s Expandable Ad Units: Align Twitter ads with consistent messages across banners and other native formats like Facebook as well as across other execution channels like display, video and mobile resulting in a more cohesive and impactful customer ad experience
- Understand and Optimize Ideal Twitter Audience: Better understand the profiles of clickers, sharers and followers by running BlueKai analytics on audiences who engage with a brand on Twitter
- Privacy Safe; Consumer Controlled: Consumer opt-outs will be honored in real time while targeted sponsored ads will not be shown to consumers who opt out of data-driven re-targeting
For more information on Twitter’s official announcement, visit https://blog.twitter.com/advertising. For more information on the value of this partnership to BlueKai’s customers, visit http://blogs.bluekai.com/.
About BlueKai
BlueKai (www.bluekai.com) is the world’s first complete enterprise data activation system for intelligent marketing. BlueKai offers its customers a solution for managing and activating all their 1st and 3rd party data for use in their marketing and customer interactions. BlueKai represents the only end-to-end SaaS solution for marketers who are looking to maximize their cross-channel marketing efforts and create a proprietary solution for unlocking reach, scale and efficiency in their data. BlueKai has led the data-driven marketing category since 2008 when it launched the world’s first Data Exchange and then branched out to create the first Data Management Platform (DMP) for marketers. BlueKai is currently trusted by, among thousands of others, 12 Fortune 30 corporations and numerous other brands and publishers to activate their data.
