The DMP provides companies with data control and protection. This control should protect against data leakage, facilitating sharing between channels and publishers in a secure manner and maintaining data portability.
Tasks of a DMP:
Bluekai was acquired by Oracle in 2014, providing flexibility and ready-made integrations with Responsys (B2C Automation) and Eloqua (B2B Automation), which allows customers to run campaigns in all major channels such as research, social and display. The tool enables analysis through a robust data market and usable data for all major partners, channels and devices.
In addition to the basic functions of collection and storage, Bluekai enables you to monitor performance through
data ingest (or data in) and data activation (or data out). In addition, it also enables the analysis and organization of data into relevant categories based on preferences, demo-socioeconomic characteristics, purchasing history and navigation. It also provides the correlation of patterns for creating audience segments, cross-referencing 1st, 2nd and 3rd party data.
Bluekai provides powerful functionality, such as the Oracle Audience Data Marketplace, which has the largest collection of data from authorized third-party vendors, including profiles on more than one billion global customers. Direct integration with more than 200 data providers enabling the construction of audiences on the platform for free, paying only when the campaign is executed with this data.
Tail is the first Brazilian DMP which, in addition to collecting and unifying first party data, allows the enrichment of this data through certain categories, browsing behaviour data and a Data Marketplace with dozens of segmentations ready for use, such as: demographics, interests, lifestyles, purchase intention and affinities. All of this is ready for use on major DSPs at no additional cost when cross-referencing with 1st party customer data.
Through the onboarding of CRM data, Tail synchronizes each record to its respective Cookie
or Advertising ID, for activation in Programmatic Media, Social Networks and Portals. It uses the CPF or email as a key for identifying users.
One of its differentials is the ability to monitor campaigns to bring insights from the impacted audiences, and the profiles of those who clicked on the ad, through reports by campaign or by channel.