New York : Brilig today announced the public availability of its audience commerce platform and open transaction marketplace beta version. Starting today, audience data sellers will be able to list their data for sale on the system and data buyers can browse the data catalog, make selections, combine data sets to find increased campaign lift and acquire data. The company estimates that online campaigns will perform two to three times better using the platform.
General availability of the platform is scheduled for the fall of 2010.
Brilig claims that it has solved three of the most vexing problems in online advertising today:How to identify audience members across multiple data sources,how to tap into the vast, but highly fragmented and non-interoperable universe of audience data, most of which is unavailable to advertisers, and how to create an open and transparent transaction marketplace for audience data to enable buyers to negotiate pricing and terms, and publications to sell data without risking cannibalization of premium ads.
Prior to Brilig tracking audience members across multiple databases was virtually impossible. By deploying the Brilig Pixel, the system can identify multiple instances of an audience member without any personal identifiable information (PII), enabling highly accurate segmentation, creative direction and advertising delivery.
The Brilig solution recognizes and normalizes many types of audience data – search data, contextual data, behavioral data, profile data, commercial data, and campaign data, so they can be mixed and matched to create new and novel segments.
As of today, 2,100 unique segments listed, more than 50% of which has never been publicly available for targeting purposes before.
The company expects to have over 10,000 segments listed by the end of 2010.
Unlike data exchanges, Brilig oversees but does not participate in the marketplace. By taking on a organizing and oversight role, rather than being a data reseller, Brilig has no inherent conflicts of interest with data sellers or segment makers. The Brilig transaction marketplace is an open, transparent and predictable audience data “shopping center” for buyers and sellers.
“Brilig combines the best elements of a financial-style exchange with the flexibility and rapid evolution that the online ad targeting business demands,” said Paul Cimino, Brilig’s Chief Executive Officer. “Our mission is to create an open marketplace where unique audience ‘recipes’ can be created and tested – just like in a test kitchen, and then used in the real-time world of ad targeting.”