Bluekai and Jumptap Partner for Mobile Targeting

Online data firm BlueKai has formed a partnership with mobile ad network Jumptap, to improve the targeting of ads to mobile devices using a broad set of mobile, online and off-line data segments.

Jumptap's advertisers can now make use of Bluekai's data segmentation capabilities with segments based on customer purchase intent, past purchases, geographic and demographic data, interests and lifestyles, specifically for mobile targeting. Privacy is assured for consumers via a combination of BlueKai's proprietary Mobile Privacy Guard (MPG) and Jumptap's use of the AdChoice privacy icon logo in all behaviorally-targeted mobile ads, backed by its relationship with privacy advisor Evidon.

MPG was launched two months ago, as BlueKai announced its entry into the mobile arena with existing visitor analytics and retargeting system, DAS, creating what it described as 'the industry's first ever mobile end-to-end, cloud-based solution'.

Adam Soroca, Chief Product Officer and General Manager at Jumptap, comments: 'Through this partnership, we're expanding our tool box significantly to enable advertisers to go beyond network-specific data to promote better ad relevancy and ROI. BlueKai is well-known in the online realm for its data prowess, and we're honored to be its first partner as the company enters the mobile space.'

BlueKai is a privately-held corporation based in Cupertino, California, and is online at 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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