ownerIQ and Amobee Partner for Transparent Retail and Brand Audiences Based on Second-Party Data

Sudipto Ghosh

June 6, 2018

First-Demand Side Platform Integration Grants Access to Rich Ecommerce Data

ownerIQ, a leader in second-party data, announced the ability to integrate with demand-side platform (DSP) partners, with Amobee—a leading global digital marketing technology company serving brands and agencies—becoming the first DSP to directly integrate, allowing customer access to ownerIQ’s unmodeled retail and brand-specific second-party data.

Prior to this advancement, direct access to audiences from retailers and brands could only be done through ownerIQ’s platform, CoEx. Amobee’s access to ownerIQ’s second-party data adds to its ecosystem of more than 200 integrated technology, data, and inventory partners, further building-out its powerful set of solutions. This integration provides Amobee with direct and immediate access to ownerIQ’s Active Shopper and Second-Party Connect data products.

Second-party data is sourced transparently from the marketing partners a brand is already working with or brands that share data with non-competitive brands in exchange for compensation. This new market provides better quality data inputs to power all marketing tactics and enabling fundamentally new marketing tactics, such as enabling a brand’s retail partners to leverage the brand’s data to support sell-through. “The Q” makes it happen on the ‘The Second-Party Data marketplace’.

“ownerIQ is excited to bring transparent retail and brand audiences to even more customers through our integration with Amobee,” says Chris Greig, SVP, Strategic Relations at ownerIQ.

Chris added, “Collaborating with Amobee on our first DSP integration was a good fit because Amobee has a complementary client set and is focused on quality data; customers are now able to use our Active Shopper product immediately with permissioning made possible through our data sharing platform, CoEx.”

The partnership allows Amobee to work directly with ownerIQ to proactively present data from more than 600 brands and retailers to clients, with faster access to permissioned audiences. The direct integration with ecommerce purchase data from endemic brands and retailers lends itself to quicker scaling and larger audiences, giving Amobee customers rich, transparent data to drive more robust advertising solutions that resonate.

“Amobee understands the incredible value of transparent audiences and second-party data,” says Bryan Everett, SVP of Global Business Development at Amobee.

Bryan added, “ownerIQ allows further differentiation of Amobee’s offering and options, giving ambitious marketers looking to go beyond buying a better understanding of their target audiences and how to reach them with messaging that resonates.”

One of the world’s largest independent advertising platforms, Amobee unifies key programmatic channels including all major social media platforms, formats, and devices, to provide both managed- and self-service clients with easy-to-use data management and media planning capabilities as well as actionable, real-time market research and proprietary audience data.

ownerIQ’s is second-party data solutions powering the only transparent data marketplace, giving the advertiser or data buyer full knowledge of the source of the data behind a market segment, and how that segment was composed. This allows advertisers to make more informed decisions as to what data, or audience segments to purchase.

Currently, ownerIQ, or “The Q”, is focused on leading the data market’s evolution towards transparency, relevancy, and choice. We are bringing the most valuable consumer data to market– explicit shopping and purchasing data from retailers and brands– to power a new data economy: The Second-Party Data marketplace.

Sudipto Ghosh

Sudipto Ghosh is a former Director of Content at iTech Series.