Play Ball! BlueKai Adds MLBAM to DMP Lineup

CUPERTINO, Calif., April 11, 2013 /PRNewswire/ -- Just in time for the opening of the 2013 baseball season, BlueKai, the only end-to-end SaaS solution for data management, analysis and activation, today announced a partnership with MLB Advanced Media, the interactive media and Internet company of Major League Baseball. As part of the relationship, BlueKai has been selected as the Data Management Platform (DMP) for MLB.com and the 30 official Club sites, giving MLBAM the ability to centralize and activate first and third party data intelligence to create new and unique audience targeting capabilities for both branding and direct response advertisers.

Through BlueKai's DMP, part of the company's Data Activation System, MLBAM now will be gaining access to unprecedented data intelligence to elevate its digital advertising offerings to endemic and non-endemic marketers as it look to create compelling data-driven audiences whose interests and profile goes beyond baseball and sports. BlueKai's Data Activation System will support MLBAM in scaling its audience reach to drive maximum and the most relevant exposure for advertisers across all of its properties and inventory. 

MLBAM advertisers now can identify affluent audiences based on a range of demographic, behavioral and purchasing attributes and target them across all MLB properties. Furthermore, there are plans to create private exchanges to complement its direct ad sales team and directly participate in audience buying. 

"Today's publishers recognize that they can use their audience data to drive higher yield for their own businesses and better performance for their marketer clients, " said Omar Tawakol, CEO of BlueKai.  "We are excited to be teaming up with MLBAM to bring data activation as a competitive advantage to its ad business."

"BlueKai's advanced data management platform will allow us to distribute relevant ads to our audience while delivering higher engagement and brand recall," said Noah Garden, EVP, Revenue of MLBAM.

MLBAM will implement BlueKai's Data Activation System on the display side to attract non-endemic advertisers that want to reach an affluent, engaged male audience.

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".

SOURCE BlueKai