Kochava Upgrades Data Marketplace

In the US, mobile campaign measurement solutions firm Kochava is expanding its self-service data marketplace, the Kochava Collective.

Launched nine months ago, the Collective gets its data comes from four sources: first-party data collected from the Free App Analytics SDK; integrated mobile networks; direct app and game publishing partners; and other third-party data providers. Users can create their own dynamic mobile audiences and activate them on the media platform of their choice, including leading DSPs, networks and social platforms. Any mobile marketer can access the marketplace to build custom audiences or generate lookalike audiences, while clients get a more integrated solution. Kochava says the Collective is new - 'outside of the major walled gardens' - in providing marketers with a single solution for using rich mobile user data at scale.

Data supply partners can monetize their inventory in a secure environment where they can control which advertisers have access to their data and on which platforms it can be activated. The Collective promises to simplify the process of uploading data, removing the requirement for data providers to first map all data themselves and then submit pre-built audiences to fit the marketplace's categories.

Grant Cohen, GM of the Kochava Collective, says the latest enhancements turn the Collective DMP into 'a full-blown data marketplace with self-service tools for marketers and data supply partners alike'. He adds: 'Marketers have the ability to create custom audiences based on a variety of data elements. This includes locations (where the device goes mapped to POIs), as well as what apps are on the device and what people are doing inside an app, plus device-level detail such as language settings, carrier, OS version and more'.

Publishers and other users can also give their customers access to a white-label version of the platform to host their own data, enhanced by the broader Kochava Collective data set. Cohne comments: 'We made a point of developing the platform in a way that makes it easy for us to roll out completely private labeled versions for partners who seek to utilize these tools to manage their own data either internally or by providing their clients with direct access to building audiences and activating on their inventory'.

Kochava has its headquarters in the ski resort town of Sandpoint, Idaho (pictured), and its home page at www.kochava.com .

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