Closer Ties for BlueKai and Tribal Fusion

In the US, display advertising firm Tribal Fusion has announced it will integrate data from BlueKai's Exchange platform with its user data and profiling platform 'E9', to help its clients tailor and target their campaigns.

BlueKai operates an audience data marketplace bringing together publishers and buyers. The two firms already work together: Dilip Da Silva, CEO of Tribal Fusion says his company 'recognized the potential of third-party audience data several years ago' and were an early partner of BlueKai. He adds: 'We've built our technology to work hand in hand with theirs and... this integration is the next step.'

Display campaigns planned and bought through Tribal Fusion can now be tailored based on users' real-time purchase intentions, allowing improved and scaled-up targeted campaigns as well as faster set-up times.

Tribal Fusion says it will also be able to supply clients with richer audience insights. Doug Conely, Senior Director of Data and Targeting, comments: 'BlueKai's purchase intent data, in particular, is complementary to our own interest-based data, increasing the efficiency of our audience insights and look-alike models.'

BlueKai CMO Jon Ingalls says the partnership is 'a testament to Tribal Fusion's ongoing commitment to delivering data-centric targeting strategies and meaningful audience analytics to their clients.'

Tribal Fusion is part of the Exponential Group of online businesses and is headquartered in Emeryville, CA, with offices across the US, India, Australia, Canada, and the UK. Privately-held BlueKai is based in Cupertino, CA.

Web sites are at www.tribalfusion.com and www.bluekai.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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