BlueKai Helps Brands Get Smarter About Targeting Audiences on Twitter

New Partnership Allows Marketers to Activate First and Third Party Data to Power Twitter Ads Using BlueKai's Data Management Platform

Dec 05, 2013, 14:16 ET from BlueKai

CUPERTINO, Calif., Dec. 5, 2013 /PRNewswire/ -- BlueKai, the only independent SaaS solution for data management, analysis and activation in marketing, today announced a partnership with Twitter in which the company's data management platform (DMP) can now be used to leverage 1st and 3rd party data to power native ad targeting on the popular social network.  As one of a select list of Twitter partners, BlueKai clients will be able to extend their audience targeting strategy while bringing their own audience intelligence to drive higher relevancy and engagement from Twitter ads.

With the rollout of Twitter's new tailored audience product, brands will no longer have to rely on contextual targeting as the main proxy for identifying relevant audiences on the social platform.  By bringing their own audiences or using targeting attributes from the BlueKai Audience Marketplace, clients can create audience segments and natively target them on key Twitter ad units including promoted accounts and promoted Tweets. 

"Partnering with Twitter further validates that centralized audience targeting, driven by the power of big data, is becoming a cornerstone marketing strategy on Madison Avenue," said Alex Hooshmand, Chief Strategy Officer and SVP of Operations at BlueKai.  "This marks another watershed moment for our industry given social media's scale and magnetism for brands.  More importantly, BlueKai's DMP clients will now be able to combine their own audience intelligence with sponsored content to effectively deliver the right message to the right audience across all channels including Twitter."  

Through this partnership, BlueKai clients will also benefit from the following features:

  • Deliver Relevant Messaging Across all Channels – Including Twitter's Expandable Ad Units: Align Twitter ads with consistent messages across banners and other native formats like Facebook as well as across other execution channels like display, video and mobile resulting in a more cohesive and impactful customer ad experience
  • Understand and Optimize Ideal Twitter Audience: Better understand the profiles of clickers, sharers and followers by running BlueKai analytics on audiences who engage with a brand on Twitter
  • Privacy Safe; Consumer Controlled: Consumer opt-outs will be honored in real time while targeted sponsored ads will not be shown to consumers who opt out of data-driven re-targeting

For more information on Twitter's official announcement, visit  For more information on the value of this partnership to BlueKai's customers, visit

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 endto-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".