Comments on: BlueKai Gets $10.5M to Improve Ads http://gigaom.com/2008/12/15/bluekai-gets-105m-to-improve-ads/ Trusted Insights and Conversations on the Next Wave of Technology Wed, 25 Nov 2009 15:47:40 +0000 http://wordpress.com/ hourly 1 By: Yahoo Will Delete Some Data After 3 Months http://gigaom.com/2008/12/15/bluekai-gets-105m-to-improve-ads/#comment-918315 Yahoo Will Delete Some Data After 3 Months Wed, 17 Dec 2008 15:29:08 +0000 http://gigaom.com/?p=32300#comment-918315 <p>[...] for those concerned about privacy, but we’re still going to have to start talking about what controls consumers have with regard to their data and when privacy trumps the greater [...]</p> [...] for those concerned about privacy, but we’re still going to have to start talking about what controls consumers have with regard to their data and when privacy trumps the greater [...]

]]> By: December 16, 2008 | next media update http://gigaom.com/2008/12/15/bluekai-gets-105m-to-improve-ads/#comment-918228 December 16, 2008 | next media update Tue, 16 Dec 2008 23:55:02 +0000 http://gigaom.com/?p=32300#comment-918228 <p>[...] BlueKai Raises $10.5 Million to Improve Ads GIGAOM BlueKai, an advertising startup that hopes to convince users to actively manage their online privacy settings and sell better intent-based advertising information based on such actively managed accounts, has raised $10.5 million in second-round funding from Battery Ventures and return investor Redpoint Ventures. The Bellevue, Wash.-based startup had previously raised $3.2 million. Currently, consumers don’t care about their online privacy and behavioral advertising isn’t really working. Rather than measuring only where a consumer has been on the web, BlueKai limits its data to sites that clearly indicate intent to buy something, typically retail goods, cars and travel. Source> [...]</p> [...] BlueKai Raises $10.5 Million to Improve Ads GIGAOM BlueKai, an advertising startup that hopes to convince users to actively manage their online privacy settings and sell better intent-based advertising information based on such actively managed accounts, has raised $10.5 million in second-round funding from Battery Ventures and return investor Redpoint Ventures. The Bellevue, Wash.-based startup had previously raised $3.2 million. Currently, consumers don’t care about their online privacy and behavioral advertising isn’t really working. Rather than measuring only where a consumer has been on the web, BlueKai limits its data to sites that clearly indicate intent to buy something, typically retail goods, cars and travel. Source> [...]

]]> By: Stacey Higginbotham http://gigaom.com/2008/12/15/bluekai-gets-105m-to-improve-ads/#comment-918169 Stacey Higginbotham Tue, 16 Dec 2008 15:09:16 +0000 http://gigaom.com/?p=32300#comment-918169 <p>Mark, I have no doubt that VCs and businesses see data as the new media, to be bought and sold. But unlike traditional media where a person actively seeks to create content, personal data exists and is created as a byproduct of surfing the web. That's why privacy issues and consumer control of their own data is so essential. And that's what companies and consumers have ignored for the most part. I also question whether individuals have the ability to negotiate well on their own behalf--or even opt out of the process-- when up against businesses.</p> Mark, I have no doubt that VCs and businesses see data as the new media, to be bought and sold. But unlike traditional media where a person actively seeks to create content, personal data exists and is created as a byproduct of surfing the web. That’s why privacy issues and consumer control of their own data is so essential. And that’s what companies and consumers have ignored for the most part. I also question whether individuals have the ability to negotiate well on their own behalf–or even opt out of the process– when up against businesses.

]]> By: Mark Zagorski http://gigaom.com/2008/12/15/bluekai-gets-105m-to-improve-ads/#comment-918167 Mark Zagorski Tue, 16 Dec 2008 14:55:39 +0000 http://gigaom.com/?p=32300#comment-918167 <p>Blue Kai is actually the second player to the BT exchange game. eXelate has been working on optimizing the user advertising experience for over a year now and has partnered with 10 of the top 25 ad networks, to help deliver a more relevant online marketing message. eXelate's reach is quite large -- 80M UV, so the chances of the author being "tagged" is probably greater via eXelate than Blue Kai. eXelate also offers centralized consumer opt-in and preference management, albeit without the "charity" concept.</p> <p>We believe data is the new media . . . it will be bought, sold and managed in the same way. Obviously the VCs think so too.</p> Blue Kai is actually the second player to the BT exchange game. eXelate has been working on optimizing the user advertising experience for over a year now and has partnered with 10 of the top 25 ad networks, to help deliver a more relevant online marketing message. eXelate’s reach is quite large — 80M UV, so the chances of the author being “tagged” is probably greater via eXelate than Blue Kai. eXelate also offers centralized consumer opt-in and preference management, albeit without the “charity” concept.

We believe data is the new media . . . it will be bought, sold and managed in the same way. Obviously the VCs think so too.

]]> By: Stacey Higginbotham http://gigaom.com/2008/12/15/bluekai-gets-105m-to-improve-ads/#comment-918153 Stacey Higginbotham Tue, 16 Dec 2008 12:58:40 +0000 http://gigaom.com/?p=32300#comment-918153 <p>jenslapinski, i couldn't agree more.</p> jenslapinski, i couldn’t agree more.

]]> By: jenslapinski http://gigaom.com/2008/12/15/bluekai-gets-105m-to-improve-ads/#comment-918150 jenslapinski Tue, 16 Dec 2008 12:41:56 +0000 http://gigaom.com/?p=32300#comment-918150 <p>Why should I do it? What is in it for me? Maybe I could get access to special deals? Or maybe I get access to special deals for recommending it to friends?</p> <p>Strikes me that they may be missing half of the equation here. Yes, this totally makes sense for the advertisers and the sites on which these ads are displayed. But unless there is a real reason as to why consumers should opt in, then my suspicion is that they won't.</p> Why should I do it? What is in it for me? Maybe I could get access to special deals? Or maybe I get access to special deals for recommending it to friends?

Strikes me that they may be missing half of the equation here. Yes, this totally makes sense for the advertisers and the sites on which these ads are displayed. But unless there is a real reason as to why consumers should opt in, then my suspicion is that they won’t.

]]> By: Jon http://gigaom.com/2008/12/15/bluekai-gets-105m-to-improve-ads/#comment-918120 Jon Tue, 16 Dec 2008 06:26:15 +0000 http://gigaom.com/?p=32300#comment-918120 <p>Well, just goes to show you that ideas spring up all over the place at the same time.</p> <p>I've been working on this myself, daily searching the sphere'o'blogs to make sure nobody is beating me to it....</p> <p>I need to run faster, huh?</p> Well, just goes to show you that ideas spring up all over the place at the same time.

I’ve been working on this myself, daily searching the sphere’o'blogs to make sure nobody is beating me to it….

I need to run faster, huh?

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