Can anonymous information increase your bottom line?

The exchange also allows for better advertisement targeting. The exchange works by allowing publishers and advertisers to bid on and pay for access to the 'intent' information provided by consumers in the program. No private information is given to advertisers or publishers.

Marketers, advertising networks and online publishers can buy the data gathered to increase the quality of their own in-market initiatives. By aggregating the past actions of users, BlueKai gives marketers better insight into the intentions of consumers as well as the actions performed. This, in turn, can help publishers and marketers determine which webpages and products are performing well and which need to be changed.

"BlueKai's vision for data exchange stemmed from solving a fundamental online advertising challenge: the ability to assemble truly qualified online audiences at significant scale. At the core, the industry lacks a standard for defining audience quality and it has become acceptable for audience definitions to be vague and inconsistent," said Omar Tawakol, BlueKai CEO.

The network will also appeal to consumers because by participating in the program they can earn "charity rewards". BlueKai makes donations to the charity of the consumer's choice when they participate in the program. Consumers can opt out of the program at any time and they can see the information provided to advertisers about their actions.

Tags: bluekai, ecommerce, online advertising, online content, online shopping, purchase intent