BlueKai will license publisher data collected by mobile marketing firm Velti under an agreement the companies announced Friday. Through the deal, brands and agencies using BlueKai’s Data Activation System will have access to audience data from “select” publishers on Velti’s Mobclix ad exchange.
That includes demographic and intent-based data spanning segments, such as 25-year-old males and in-market auto buyers or likely TV buyers. Velti did not specify which — or how many — of Mobclix’s 35,000 app and mobile Web publishers were participating. But it plans to expand the initial group to other apps and sites on the exchange, which stand to benefit by sharing in licensing revenue.
BlueKai said the aggregate data would help its clients increase their reach and improve targeting on mobile devices.
Through its Data Exchange, the company says it currently provides third-party data from 85 million unique mobile users.
For cash-strapped Velti, the licensing deal represents an additional source of revenue as it shifts focus to the U.S. and Western Europe from its historic markets in Greece and the Balkans. With the launch of the Velti Media mobile ad network last month, the company is also expanding more into advertising from its core marketing business.
Velti and BlueKai added that their respective privacy policies for maintaining consumer anonymity would apply under the data-sharing arrangement. BlueKai last year introduced Mobile Privacy Guard (MPG), a technology its says helps ensure consumer anonymity by masking behavior on mobile devices.