了解BlueKai

Posted on Posted in 数据挖掘, 网络广告

BlueKai是国外一家做数据买卖的公司,没错,就是315晚上上曝光的用户跟踪,买卖数据的生意。在对隐私保护更注重的美国,BlueKai生存的很好,没有倒掉,也说明了互联网的用户跟踪并非是过街的老鼠、不能见到阳光的黑色地带。当然,这也和BlueKai严格遵守法规、尊重用户的设置有关,下面会谈到。

BlueKai主要有4个产品:DMP(Data Management Platform)、Data Exchange、Audience x Media Analytics及Mobile DMP。

1、DMP,用来组织第一方数据并且在DMP合作的网站中使用这些数据
2、Data Exchange,通过使用第三方的在线以及离线数据来创建新的可扩展的受众,并且使用这些受众。

  • 活跃用户超过3亿
  • 前20位的广告网络、门户网站、trading desk中有80%在使用BlueKai的数据
  • BlueKai的创建了超过30000种数据属性,为品牌宣传和营销计划服务

3、Audience x Media Analytics,通过分析受众和媒体的数据,帮助营销人员更放心的制定市场计划、定向用户、优化活动、购买媒体。
4、Mobile DMP,顾名思义,为移动端的DMP产品

从介绍来看,这4个产品主要的特点是:
1、DMP

  • 收集整合线上线下的数据(用户的自有数据)
  • 对数据进行划分(可以针对不同的营销活动,如展示、搜索、视频、社交广告等)
  • 将数据用于投放(可投放到不同的广告网络和交换平台)
  • 衡量投放效果(可视化),不断进行优化

2、Data Exchange
data exchange
关于数据提供方以及数据类型可以见附件的说明。

3、Audience x Media Analytics

  • 根据现有用户,通过人口统计、地域、兴趣及市场属性等方法找到与现有用户有相似属性的用户
  • 基于已知的第一方数据,优化用户和媒体的组合

4、Mobile DMP
是一个全面的、基于云计算的平台,能够管理第一方和第三方移动数据,并且对受众数据进行深度分析。

通过以上产品,BlueKai为营销人员、媒体、代理公司以及数据提供商提供服务。BlueKai也通过提供这些服务赚取利润。

能够公开进行数据买卖,和美国法律完善有关,也与BuleKai的数据使用对用户透明有关。
1、用户随时可以选择opt-out。
2、明示遵守了那些法律法规。
3、明确了收集与不收集哪些数据。

What we MAY KNOW about youWhat we DON’T KNOW about you
>Age Range
>Gender
>Marital Status
>Military Status
>Language you speak
>Education level
>Occupation
>Age range, gender and approximate number of >children in your household
>Health and Wellness information (if you express an interest in yoga, or healthy living)
>Housing information (rent, own, etc.)
>Financial information (if you have a mortgage, pay your bills online, looking for a car loan, etc.
>No personally identifiable info (PII)

  • Name
  • Email address
  • Mailing address
  • National identification number (ie: SSN)
  • Birth date/Birthplace

>Credit card numbers
>Driver’s license number
>Personal Health Information
>Religious beliefs

4、BlueKai允许使用者看到自己的资料是被谁在使用,并且可以将因为使用自己数据获得的收益捐给慈善机构,很有意思。

附:

Data Exchange中的数据类型及提供方:(http://www.bluekai.com/bluekai-exchange.php

Data TypeDescriptionSourceAvailabilityQualificationSegmentation
IntentConsumers who intend to buy a particular product or service in the near term.
Exclusive
BlueKai Intent
160+ million uniquesActions indicating intent to buy on top tier ecommerce, financial, retail, online travel agency sites. Sample actions include interactions with a search function (either via search widget, or entering in a keyword), product comparison, loan calculators, etc.Autos (ie. by Make and Model)

Financial services
 (ie. loans, mortgages, investment products)

Travel
 (ie. by departure/destination city, length of stay, air travel, hotel, rental cars and brands)

Education
 (ie. by education products and services)

Retail 
(ie. by product type, categories, brands)

Local Goods & Services
 (ie. by products and services)
B2BBusiness consumers who are occupationally similar.
Exclusively
bizo
12+ million uniquesOccupational attributes sourced from hundreds of business web sitesCompany size Functional area Industry Seniority
Past PurchasesConsumers who are more likely to buy based on pervious purchasing habitsaddthis

alliant

bizo

datalogix

expedia

forbes

i360

ixi

lotame

polk

transunion

trusignal

v12

65+ million uniquesConsistency in online and offline shopping behaviorsBy Product Type (e.g. Women’s Apparel, Laptop )
Geo/DemoGeographically or demographically similar.TBDGeo: By State
Demo: Age, Education Level, Gender, Homeowner Status, Household Income, Presence of Children
Interest, LifestyleConsumers who are more likely to be interested in a topic or fall within a lifestyle category based on modeling from multiple data types103+ million uniquesConsistency in online and offline shopping behaviors contrasted with demographic attributes to determine interest, hobbies and lifestyles.By Product Type (ie Women’s Apparel, Laptop)

By Lifestyles (e.g.
Frequent Travelers, High Spenders)

By Generations (e.g. Gen X, Baby Boomers)

By Social (e.g. Social Behavior, Social Signals, Interest between Friends)

BrandedConsumers sorted by branded sources of data ranging from geo/demo, lifestyle, interest and purchase propensityTBDContact BlueKai to get a comprehensive list of data providersContact BlueKai to learn more about our branded data providers
Estimated Financial/EconomicConsumers grouped by their estimated financial characteristicsv12n/aDeveloped from IXI’s proprietary measures.Examples include Income, Discretionary Spending, Economic Cohorts, Economic Spectrum, Ability to Pay, etc.


6 thoughts on “了解BlueKai

  1. 请教一下,运作方式流程是不是这样:
    bluekai是把收集到的用户打上标签,然后放在data exchange平台上,比如说其中一个cookie的标签是“对云南旅游感兴趣的人”,而我恰好是一个旅游机构,我作为广告主买了这个cookie,然后当这个user访问某网站页面,该页面有广告位在ad exchange的时候,我就有出价机会了?

    1. 还有一点比较疑惑,DMP的数据购买方是否是广告平台,然后由广告平台发起RTB的竞价,还是由广告主直接购买,如果是广告主直接购买了,那么广告主是否还要参与rtb的竞价?

      1. 基本是广告主购买,DSP作为技术提供方帮助广告主通过RTB方式购买。

    2. 没错,不过你描述的这个流程涉及到了好多角色,这些角色的配合是生态圈良好运转的基础。

  2. 请教一个问题,关于bluekai的数据交易,bluekai是如何把其他第三方数据源进行统一标签体系管理的?另外还有一个比较疑惑的地方,之前看资料说,bluekai的数据买卖采用拍卖竞价,这个过程是在线还是离线?像RTB一样么

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