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BizReport : Mobile Marketing : September 25, 2012

BlueKai solution offers mobile brands data

Out today from BlueKai, a data solution for brands in the mobile space. The company is pushing the Data Activiation System into the mobile space, offering a cloud based solution for advertisers and content producers.

by Kristina Knight

The Mobile Privacy Guard solution from BlueKai is set up to help brands reach first and third party mobile data so that they can identify and analyze mobile consumers. The solution also offers mobile shoppers a level of privacy, so that the information they provide remains anonymous.

"As ad spending on mobile continues to double from last year, marketers are looking for ways to be competitive and effective in this channel," said Cory Treffiletti, Senior Vice President of Marketing for BlueKai. "BlueKai"s DAS promises to help marketers and publishers realize the full potential of first and third party mobile data at scale while still providing a solution for maintaining consumer privacy in mobile."

The BlueKai Exchange and the Data Management Platform are also now mobile aware.

According to the latest numbers from comScore more than 114 million Americans are now smartphone owners, with most using the Android network (52%); Apple holds a 33% share of the market. While on mobile devices these consumers are sending texts (75%), using downloaded apps (52%) and mobile browsers (51%). They're also accessing social networks, playing games and listening to music.

With downloaded apps and mobile browsing being among the top uses of mobile, it makes sense for brands to do what they can to analyze mobile data for better ad targeting. Mobile consumers have shown they're open to targeted, relevant messaging in the mobile space; giving them a layer of privacy is an added benefit for brands.

Tags: BlueKai, comScore, mobile data, mobile marketing, mobile tips, mobile trends

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