Fill in your own cliché here about the percentage of advertising that’s wasted. But from a publisher point of view trying to show advertisers that their money will not be wasted on your audience is still a challenging. Illustrating the potentially profitable percentage of in-market customers has always been a bigger challenge. A new set of reports from online data exchange BlueKai aims to change that. Today it bowed a purchase intent-focused service called BlueKai In-Market Reports, that provides agencies and their clients with valuable insights into the in-market shopping profiles of advertisers site audiences.  This intelligence can be used to verify the data profile of a target audience while discovering actionable data segments in the BlueKai Exchange to reach similar prospects at scale.

 “Advertisers need to know more about their site audience and what they are shopping for.  The BlueKai In-Market Report is the first of its kind to provide knowledge into actual shopping patterns vs. audience surveying,” says Omar Tawakol, BlueKai’s CEO. “With BlueKai’s industry-leading panel of 160 million true intenders based on over 10,000 behavioral attributes, we’re offering a shopper profiling service that is unmatched in the market today.”

Custom In-Market Reports are provided to current and prospective BlueKai customers and accelerates the ability of marketers to verify or discover likely prospects based on the shopping patterns of their site visitors.  As part of the report, BlueKai data segments are recommended to target these new prospects at scale across current online media partners such as ad networks, ad exchanges, portals or publishers, etc.
The company says a unique benefit is to discover new unexpected profile attributes so agencies can expand their prospects’ targeting profile.  For example, an online luxury women’s shopping site may find that their site audience comprises of consumers who are: 20x more likely than the general internet audience to be in-market for branded women’s accessories; which is intuitive.  But BlueKai In-Market Reports may also reveal that the same audience is also 10x more likely to be in-market for Paris travel.  This information can help the luxury women’s shopping site be more creative about products on their site (i.e. create a promotional section for European fashion) or simply select the in-market Paris traveler data segment from BlueKai to effectively expand their targeting criteria to reach qualified prospects at scale. 

"BlueKai In-Market Reports take the guesswork out of data targeting and let us hone in on our most relevant prospects before we spend a penny on media,” says Matthew Greitzer, VP and Head of ATOM Systems at Razorfish, whose team has implemented BlueKai In-Market Reports for clients across retail and travel verticals. “We’re really excited about this feature as an audience discovery tool, and see it as being a key component of our planning process in the future.”