BlueCava Receives NAI Membership and Expands Privacy First Initiatives

BlueCava Strengthens Its Commitment to Consumer Privacy and Choice with NAI Membership

Irvine, CA (PRWEB) March 24, 2015 – BlueCava, Inc. announced today that it has received NAI membership, further strengthening its privacy-first initiatives. Through this membership, the NAI has confirmed BlueCava offerings comply with the NAI’s Code of Conduct including all IBA (Interest-Based Advertising) categories. This most recent membership adds to a comprehensive and consumer friendly line up of options, which BlueCava provides, that allows consumers to control how advertisers market to them in a cross device world. BlueCava offers:

  •     An opt-out mechanism, as well as the ability to reset your BlueCava advertising ID
  •     Compliance with the U.S.-EU Safe Harbor Framework and the U.S.-Swiss Safe Harbor Framework
  •     Compliance with the NAI’s 2013 Self-Regulatory Code
  •     Adherence to the Digital Advertising Alliance Self-Regulatory Principles for Online Behavioral Advertising

“It really comes down to choice. Consumers want the ability to control how they are marketed to, regardless of device type. BlueCava is proud to be on the leading edge of offering these choices in a simple, clearly defined policy and process,” said BlueCava President and COO, John Sherrod. “We believe in NAI and DAA initiatives, as well as other self-regulatory industry associations.”

The NAI is a non-profit organization, made up completely of third party digital advertising companies, that is the leading self-regulatory association dedicated to responsible data collection and its use for digital advertising. The organization works with leaders in online advertising to craft policies that ensure the responsible use of data. The result is the development of high standards that are practical and scalable to benefit everyone.

“We are excited to welcome BlueCava as the newest member of the NAI “said Leigh Freund, President and CEO of NAI. “ BlueCava’s membership in NAI shows that they are committed to honor high standards for data management while continuing to provide innovative and valuable services.”

Resources:

ABOUT BLUECAVA
BlueCava is on a mission to change the way digital advertising is delivered, measured, and optimized, acting as a catalyst for cross-screen capability to enterprises of all proficiencies, with an emphasis on openness and sustainability. Its privacy-first Audience Association Platform makes the connections between screens, consumers and households, enabling advertisers, publishers and AdTech providers to leverage their audiences cross-screen. With insight into which screens influence and convert, combined with meaningful audience data, marketers are armed with actionable metrics that improve user experience, increase conversion rates and maximize ROI.

Founded in 2010, BlueCava maintains offices in New York City and Irvine, California. To learn more about its services and offerings, please visit http://www.bluecava.com.
Contact:
Kameron Scott
BlueCava
(949) 483-8897

How Much Am I Wasting Without Cross-device Frequency Capping?

Brands Can Reduce Wasted Spending with Better Frequency Capping

Marketers building cross-device campaigns are struggling to avoid wasting thousand or even tens of thousands of dollars on unneeded impressions.

Marketers want to get their messages to consumers as they move among screens, but they must do so at the right level of reach and frequency for maximum effect and minimum irritation of their target audience.

“In the new multi-screen landscape, advertisers need to be able to engage a consumer across desktop, mobile and tablets seamlessly,” John Sherrod, Founder and President/COO of BlueCava, told Econsultancy.

The average household today has four to five Internet-connected devices. Without cross-device frequency capping, the same individual is incorrectly identified as a unique user as he or she switches devices to consume media and research products.

While in-browser frequency capping may be effective on computers, mobile is another story. Browsers often don’t allow persistent cookies, and less than 20% of smartphone and tablet use is on web browsers, according to comScore.

“Eighty-four percent of what flows through [a smartphone] goes through an app,” Drew Panayiotou, President & CEO, BBDO-ATL at Omnicom, said at the Industry Preview conference run by AdExchanger in January 2015 in New York.

A recent BlueCava study of U.S. consumers illustrates how much marketers may be overspending on duplicate impressions.

During a six-week brand campaign for a financial product, advertising messages were seen at double the desired frequency per household when compared to cookie frequency capping methods used on desktops and laptops.

Even after conversion events, the households continued to see an average of 60 unnecessary impressions each — 30% of them as much as 30 days after the conversion!

For a targeted campaign — say, a premium cross-device mobile-centric campaign with an average $5 CPM (cost per mille) — the spillage adds up to five figures over just a few weeks.

For a major CPG (consumer packaged goods) brand, which can spend billions of dollars annually on digital, alone, the lost revenue could equal tens of millions of dollars in a year.

As marketers move to cross-device campaigns in a fragmented media landscape, they will need to find ways to target individuals, rather than simply screens.

“If you can’t identify and track an individual, then you can’t even begin to think about the hints that bring efficiency to targeting, like message sequencing, ad creative or frequency capping,” eMarketer’s Lauren T. Fisher said in a recent webinar.

Analytics and Marketing: What the Data Tells Us

To succeed in marketing and advertising, it’s no longer enough to just know marketing and advertising. You also have to be a data analyst, otherwise you miss out on all the insights you can gain from the proliferation of online data. Here’s how analytics can help your marketing efforts drive success:

Changes in Analytics

If you still think of analytics as tracking visits and page loads, think again. It’s much more than that. Take Google Analytics. In October 2012, Google released a re-imagined product called Universal Analytics. This has now replaced Google Analytics for new users, and Google is encouraging existing users to migrate. Universal Analytics is a huge step forward for marketers because of the enhanced capability at tracking the following:

  • Audience demographics, which now go way beyond age and gender to include interests you can match to market segments
  • User behavior
  • Mobile user behavior, ranging from technology use to page load speed

One of the biggest changes was the ability to track a single customer across multiple platforms and devices, even offline. It’s something other analytics providers are also doing.

Predicting Customer Behavior

But the real strength of analytics is not just in mapping what your customers and prospects already do; it’s about using that same data to figure out what they will do next so you can market to them effectively. This is called predictive analytics and it’s a significant trend in marketing. Last year, Forbes dubbed 2014 the year of digital marketing analytics, and analytics remains an important strategic focus for 2015, says Marketing Land.

To get the most from analytics, you need to make all your data play nicely together, integrating it in different ways to gain additional insight. CMO.com cites an example of linking analytics and CRM data to fine-tune marketing strategies and predict when certain customers are likely to make buying decisions. What’s even better is that much of this data crunching can be done in real time, so your marketing team can make informed decisions about next actions.

Measuring What Matters

But with so much data around, how do you decide what is going to be helpful? Neil Patel of KISSMetrics says you should measure what matters: Focus on the data that will actually move your marketing forward. As the Forbes article points out, it’s about figuring out who is taking action, what is making them take that action, and then using that data to predict future actions by other like customers. It’s a bit like looking into a crystal ball, though far more reliable.

One area that most marketers need to improve in is the data they have about mobile users. This is crucial as people increasingly use smartphones and tablets to research products and services, and complete purchases. As Manish Ahuja, VP Data Solutions, commented “The days of being restricted to valuable user data on a desktop browser cookie are past us. With consumer & household level cross screen associations by BlueCava, one can extend data on a desktop cookie confidently to other mobile devices. Also, mobile as a platform continues to remain segregated between web browser and app, so leveraging technology platforms ,like BlueCava’s Audience Association Graph, is critical to bridge between them and utilize mobile towards a more holistic marketing approach” important to know:

  • Which devices your ads were viewed on
  • How your audience researched your product or service
  • What information they were looking for
  • What their conversion path was

Overall, using analytics should help ensure the data you collect from the web, social media, CRM software and other solutions works for you by providing more information on who your customers are and predicting how they will behave. The better you use this data, the more likely you are to enjoy customer satisfaction and sales growth.

BlueCava, Leading the Way in Consumer Privacy, Is One of First Companies to Integrate with DAA’s AppChoices™

Integration with Self Regulatory Privacy Solutions to Increase Consumer Privacy and Mobile Opt-out Controls

Irvine, CA (PRWEB) February 27, 2015 – BlueCava (http://www.bluecava.com), a leading provider of cross-screen marketing solutions, today announced that it has fully integrated with the Digital Advertising Alliance’s (DAA) new AppChoices application as a launch participant. BlueCava is also part of DAA’s Consumer Choice Page for Mobile Web, which also is newly launched.

The DAA is a consortium of the leading national advertising and marketing trade groups that together develop and deliver effective, self-regulatory solutions to consumer choice for online data collection and use for applicable DAA purposes, among them interest-based advertising. The DAA’s AppChoices app enables consumers to manage their relevant mobile advertising preferences in cross-app environments from a simple mobile application. The DAA’s Consumer Choice Page for Mobile Web is a mobile-responsive version of the DAA’s existing “desktop” Consumer Choice Page in which millions of consumers have visited and expressed a choice preference.

“Consumers want consistent privacy and control experiences no matter what digital device or screen they’re using,” said DAA Executive Director Lou Mastria. “In launching our AppChoices app, consumers will have a similar experience in the cross-app environments that they currently have on mobile and desktop websites through the DAA Consumer Choice Page. The companies that are working with us today, including BlueCava, help DAA promote advertising preferences and privacy controls to the consumer in a consistent, enforceable manner.”

“BlueCava has always taken a consumer privacy first view and was one of the initial companies enrolled in the rollout version of AppChoices. This application will give consumers control over being served interest based ads based upon their cross-app behavior and will offer the first mobile opt-out capability”, commented BlueCava’s President and COO, John Sherrod.

This capability joins the long list of options BlueCava offers to allow consumers to opt out and to protect consumer privacy, including Membership in Privacy Groups and Self-Regulatory Organizations.

  •     Offering both an opt-out mechanism, as well as the ability to reset a BlueCava advertising ID, technology designed to recognize a Do Not Track (DNT) signal.
  •     Compliance with the U.S.-EU Safe Harbor Framework and the U.S.-Swiss Safe Harbor Framework as set forth by the U.S. Department of Commerce and has certified that it adheres to the Safe Harbor Privacy Principles of notice, choice, onward transfer, security, data integrity, access, and enforcement.
  •     Member of the Network Advertising Initiative (NAI) and is in compliance with the NAI’s 2013 Self-Regulatory Code.
  •     Adherence to the Digital Advertising Alliance Self-Regulatory Principles for Online Behavioral Advertising and for Multi-Site Data collection and use.

ABOUT BLUECAVA

BlueCava is on a mission to change the way digital advertising is delivered, measured, and optimized, acting as a catalyst for cross-screen capability to enterprises of all proficiencies, with an emphasis on openness and sustainability. Its privacy-first Audience Association Platform makes the connections between screens, consumers and households, enabling advertisers, publishers and AdTech providers to leverage their audiences cross-screen. With insight into which screens influence and convert, combined with meaningful audience data, marketers are armed with actionable metrics that improve user experience, increase conversion rates and maximize ROI.

Founded in 2010, BlueCava maintains offices in New York City and Irvine, California.