August 04, 2009 10:38 ET

BlueKai Launches Certification Program That Helps Marketers Establish Standard Definition for "In-Market" Online Audiences

Using Certified BlueKai Data, Marketers Can Define Target Audience as They Reach Across Chosen Ad Network, Portal or Publisher

SEATTLE, WA--(Marketwire - August 4, 2009) - BlueKai, the online industry's first intent-focused data exchange and online marketing's largest source of user intent data, today announced that it has launched the BlueKai Certification Program that enables agencies and marketers to easily define a standard in-market audience profile using BlueKai data while reaching audiences via their media partners. Additionally, the program provides a seal of quality to assure marketers that their online campaigns are powered by the data they've defined.

The BlueKai Certification Program offers a user-friendly interface where agencies or marketers can create a standard audience definition via a BlueKai data plan that is customized based on their RFP. They can share this data plan with their selected ad networks, portals or publishers, who will then submit one proposal that incorporates both data and media costs. Certified BlueKai data, according to the marketer's plan, is then delivered real-time to target this standardized audience across all chosen media.

"BlueKai has been a strong partner in helping OMD's Nissan and Infiniti team deliver client objectives. We're excited about the launch of the new certification program, which will enable us to incorporate BlueKai data efficiently across multiple client campaigns," says Lauren Dickey, OMD Infiniti team.

While the BlueKai Certification program gives agencies and marketers the control to define their own data segments, it also simplifies the deployment of BlueKai's intender data by consolidating the buying process through ad networks, portals and publishers. With a proposal that includes both media and data costs, agencies and marketers can manage total campaign costs and comprehensive reporting directly with media partners.

"As a BlueKai partner, Tribal Fusion feels that the BlueKai Certification Program will bring clarity to the agency world as to which media companies are truly equipped to deliver 100% BlueKai data," says Toby Gabriner, President of Tribal Fusion. "The streamlined proposal process will not only make it easy to incorporate valuable data for campaign targeting, but also minimize operational steps for agency adoption."

"Just like 'Intel Inside' gives consumers the confidence that they are buying quality computers, BlueKai Certification gives agencies and marketers the confidence that they are targeting a high value and custom defined audience that is certified by BlueKai's assurance of data quality," says Omar Tawakol, the company's CEO.

BlueKai ( created the first online data exchange designed with consumer transparency and control in mind. By aggregating valuable shopping and research activities across the Internet, BlueKai is building the world's largest database of true intenders. Unlike ad networks, BlueKai does not sell ads or impressions, it simply provides data on-demand for marketers, ad networks or publishers to boost the quality and scale of ad targeting initiatives. Data providers earn revenue in a privacy friendly way. 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.

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