TruSignal & BlueKai Release New High-Value Lookalike Audiences for Prospecting & Branding

SAN FRANCISCO & CUPERTINO, Calif.--(BUSINESS WIRE)--TruSignal, an innovative digital ad targeting and predictive analytics firm, with BlueKai, the world’s only complete enterprise data activation platform, today announced availability of new, interest-based lookalikes. Interest-based lookalike audiences are ideal for advertisers looking to create awareness and generate demand from high-value prospects.

“Combining high quality BlueKai in-market data with TruSignal’s 40 different sources of verified, offline profile data enabled us to create very precise audience expansion segments with excellent precision and scale.”

The newly available interest-based lookalikes were developed by modeling BlueKai’s powerful in-market segment data with TruSignal’s offline consumer profile data to discover audiences of new users who look like in-market prospects but have not yet raised their hands to indicate current interest through online signals. The new segments are a way to expand existing audience targeting options, giving advertisers the ability to move up the funnel to generate new growth through branding and prospecting campaigns within multiple industries including automotive, financial services and lifestyles.

“BlueKai’s in-market segments are critical for reaching hand raisers who are already in-market and ready to make a purchase decision. The new interest-based segments are a great way to reach another important segment of the market: users who are not presently in-market, but who could be soon,” says Pieter De Temmerman, BlueKai’s GM of Exchange and International. “Whereas campaigns targeting in-market segments are designed to convert existing demand, campaigns targeting audiences modeled on interest-based segments are designed to generate new consumer demand within the right target audience. Together, in-market and interest-based segments complete the entire marketing funnel.”

Interest-based segments improve the efficiency of branding campaigns by reducing wasted impressions on users who are not within the target market. Prospecting campaigns also benefit by driving more highly qualified users down the conversion funnel.

“When it comes to audience targeting, data quality is critical. An effective lookalike audience always starts with the right audience seed,” said David Dowhan, president, TruSignal. “Combining high quality BlueKai in-market data with TruSignal’s 40 different sources of verified, offline profile data enabled us to create very precise audience expansion segments with excellent precision and scale.”

For advertisers looking to generate new demand for tomorrow, the interest-based segments offer a precise and scalable way to reach an audience of users who look like those showing online intent today.

Currently, there are 12 interest-based lookalikes immediately available within five segments on the BlueKai Exchange (under the TruSignal section of the Branded Node): Automotive, Financial Services, Lifestyle, Online Games & Quizzes and Travel.

As BlueKai’s modeling partner for mid and upper funnel campaign objectives, TruSignal uses regression modeling techniques to analyze 1000’s of consumer profile data points from its unique aggregated offline database to determine which elements have the most predictive signal for a given audience. The resulting audience formula is a unique combination of about 100 predictive factors that most precisely define the target lookalike audience.

About TruSignal
TruSignal helps leading consumer marketers and their advertising agencies discover and reach their ideal audiences at scale across one-to-one digital marketing channels, including display, video and mobile. TruSignal’s patented data mining and predictive analytics platform enables both direct marketers and brand advertisers to more precisely target their digital advertisements for improved campaign results. TruSignal was spun off from eBureau, its sister company, in 2012. TruSignal is a wholly-owned subsidiary of xTech Holdings, Inc., and its investors include Redpoint Ventures, Split Rock Partners and Tenaya Capital. For more information, please visit www.tru-signal.com. Follow TruSignal on LinkedIn, Twitter, and YouTube, and read the latest industry opinions and ideas on the company’s Audience Matters blog.

About BlueKai
BlueKai is the world's first and only complete enterprise data activation solution for intelligent marketing. BlueKai offers its customers a system for managing and activating all their 1st, 2nd and 3rd party data in all marketing and customer engagements. BlueKai represents the only end-to-end SaaS solution for marketers and publishers looking to maximize their cross-channel marketing efforts and create a proprietary solution for unlocking reach, scale and efficiency using data. BlueKai leads the data-driven marketing space with the industry's first, and most advanced, Data Management Platform as well as the industry's first, and most well-connected, Data Exchange. BlueKai currently works with thousands of companies and is currently trusted by almost half the Fortune 30 brands to activate their data. In 2013 BlueKai was named to Forbes "50 Most Promising US Companies" list as well as Fast Company's "10 Most Innovative Global Companies in Big Data".