SOURCE: Tribal Fusion

Tribal Fusion

September 21, 2011 10:17 ET

Tribal Fusion Signs Real-Time Data Integration Deal With BlueKai

BlueKai Exchange Data Now Available 'in Real-Time, All-the-Time' Through Tribal Fusion for Audience Profiling and Targeting

EMERYVILLE, CA--(Marketwire - Sep 21, 2011) - Tribal Fusion, the global online display advertising provider, and BlueKai, the world's only complete platform for data management, analysis and acquisition, have struck a new deal to more deeply integrate BlueKai Exchange data for audience insights and online media buying through Tribal Fusion.

The agreement enables display campaigns planned and bought through Tribal Fusion to be tailored based on users' purchase intentions 'in real time, all the time' and enable additional scale when targeting campaigns at users with specific purchase intent behavior, as well as improved campaign optimization and faster set-up times.

It will also help Tribal Fusion provide richer audience insights reports for its advertiser and agency clients to detail the precise purchase behavior of converting customers and enable even more effective media planning and buying.

The deal builds on the two companies' existing relationship in which Tribal Fusion is a BlueKai Premier Partner and adds a new layer of integrated data to Tribal Fusion's already extensive user data and profiling platform, E9.

"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," says Doug Conely, Senior Director of Data and Targeting at Tribal Fusion. "We're also excited about the opportunity to extend our dynamic ad capabilities using auto model and travel destination purchase intent data."

"We recognized the potential of third-party audience data several years ago and were an early partner of BlueKai," says Dilip Da Silva, CEO of Tribal Fusion. "We've built our technology to work hand in hand with theirs and our teams have worked closely together over time to understand the pockets of opportunity and scale our businesses. This integration is the next step."

"We are excited to see partners like Tribal Fusion embrace the BlueKai Exchange as one of their integrated third-party data sources," says Jon Ingalls, Chief Marketing Officer at BlueKai. "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 a digital marketing solutions company that drives superior results at all levels of the purchase funnel. Our company is built around dedicated vertical teams that leverage their industry-specific knowledge of "what works" to create fully customized advertising solutions to help companies capitalize on opportunities at every level of the consumer decision process. From custom "brand channels" to increase awareness to vertical-specific targeting tools to drive immediate purchase, Tribal Fusion offers smarter solutions that drive greater results.

Tribal Fusion is a part of the Exponential Group of online businesses -- a technology-enabled media services company that delivers innovative products and services to meet the demands of today's digital advertisers and publishers. Through a variety of offerings that includes Tribal Fusion, the Exponential™ group of businesses enables online advertisers to reach their target audiences from around the globe to across town. Headquartered in Emeryville, CA, Tribal Fusion operates offices across the US, India, Australia, Canada, and the United Kingdom.

BlueKai ( provides leading solutions for comprehensive data management, acquisition and analytics to maximize performance from all audience data. The BlueKai Platform™ is a complete technology solution for managing private data assets and analyzing campaign performance to maximize return on marketing dollars. The BlueKai Exchange™ is the world's largest marketplace for anonymous 3rd party audience data, with exclusive access to BlueKai Intent(TM) and branded data in reaching more than 200M unique users across the entire marketing funnel. As an industry leader in consumer transparency and control, BlueKai has created book-end solutions including a registry for consumers to see what marketers know about them, edit their online preferences and gain rewards through charitable donations. The privately-held company is based in Cupertino, Calif. and is a recipient of the 2011 OnMedia B2B Company of the Year Award.

Contact Information

  • Media Contacts

    for Tribal Fusion
    George H. Simpson
    Email Contact

    for BlueKai
    Stephan Pechdimaldji
    Email Contact