September 11, 2014 09:31 ET

OwnerIQ Releases Platform Enhancements to Improve the Sharing of 2nd Party Data

Custom Terms and Conditions Feature Aids Manufacturers and Retailers

BOSTON, MA--(Marketwired - Sep 11, 2014) - Manufacturers using OwnerIQ's Co-Operative Audience Exchange, or CoEx, can now create custom terms and conditions to enable retailers to advertise to their site audience, the company announced today. OwnerIQ, the inventor of Path to Purchase media, said the new feature is available to all 300 of its retailer, manufacturer and e-commerce partners that are using the CoEx platform to safely and comfortably transform the browsing behavior of their website audiences into rich advertising targets.

"Manufacturers can now create a custom term or condition to which each company that wants to target their audiences must agree," said OwnerIQ CoEx Platform Manager Meredith Mavrikos. "This helps communicate any requirements for approval up front, making it easier for retailers and manufacturers to work together on co-branded campaigns. In addition, it gives manufacturers more leverage over their data. For example, a major appliance manufacturer recently stipulated that all retailers must meet specific floor-space guidelines before their audience requests will be honored. Our manufacturing partners greatly appreciate this added control."

The new CoEx Custom Terms and Conditions feature, which launched in CoEx version 4.8, significantly reduces the steps and time needed to gain approval for launching ad campaigns. The feature also enables data partners and advertisers to establish additional incentive programs for sharing their data, such as required reporting or co-op reimbursement plans.

About OwnerIQ

OwnerIQ is pioneering the concept of Path to Purchase Media. By transforming retailers' and manufacturers' 1st party data into digital advertising opportunities, OwnerIQ generates more revenue for our advertisers and partners. Our Path to Purchase Targeting solution is the most effective approach to scaling advertisers' programmatic buys and is a proven method for driving new online customers. In addition, our Retailer Targeted Marketing and Vendor Targeted Marketing products are the next generation of retailer / manufacturer monetization, digital shopper marketing and co-operative advertising.

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