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Breaking iMedia Summit news: VivaKi and BlueKai reveal unprecedented data platform

Breaking iMedia Summit news: VivaKi and BlueKai reveal unprecedented data platform Lori Luechtefeld
At this week's iMedia Agency Summit in Colorado Springs, Colo., VivaKi and BlueKai unveiled a ground-breaking data platform called Audience Insights. The platform was developed by VivaKi's R&D arm, the Nerve Center, and BlueKai, a customer data cloud solution for data management, analysis, and activation.

The Audience Insights platform seeks to simplify the process of traditional "tagging" by using information that is already available. Audience Insights takes an accretive approach as it merges data from campaigns on DoubleClick and Atlas via the VivaKi Cookie Syncing Process, with the ultimate goal of providing a more robust and scaled view of audience insights and profiles.

"It has been very rewarding to see this initiative turn into an industry offering that can scale," said Kurt Unkel, president of the VivaKi Nerve Center. "This was a collaborative effort in which BlueKai and the Nerve Center brought forth ideas and technology that could truly make this a game-changing offering."

"We are thrilled to partner with VivaKi to bring this best-in-class platform to the marketplace," said BlueKai CEO Omar Tawakol. "Put simply, this partnership is furthering our mission to enable the ecosystem to not only have access to good data, but to also have the ability to drive ROI, make it actionable and integrate data in every platform."

Lori Luechtefeld is principal of strategic content firm Wookit Media and an associate at WIT Strategy. In both roles, she works with a network of media and marketing professionals to devise and fulfill on content strategies that connect...

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