Krux Links marketers and publishers with new data sharing network

DMP says new peer-to-peer data sharing mechanism is designed to help publishers and marketers buy and sell premium audience data in a transparent way

Data management platform (DMP) provider, Krux, has launched a peer-to-peer data sharing service aimed at helping publishers and marketers buy and sell premium audience assets in a transparent, reportable way.

Krux Link was officially launched this week globally, but has been in development for the past 18 months and is now being used by select clients globally. Early participants in Link include A&E, Edmunds.com, Tribune, LÓreal and Annalect (Part of Omnicom Media Group).

According to the vendor’s chief solutions officer, Mike Moreau, Link addresses rising demand for data-as-a-service and provides a mechanism for publishers and brands to trade whatever de-identified audience data sets they have - on their terms. It’s designed as a complement to Krux’s core data platform.

“What we have found is that over time, more and more customers are doing data deals with each other,” Moreau told CMO. “Sometimes it’s publishers and marketers on our platform, sometimes it’s publishers on our platform and marketers on another DMP, or marketers who might not have a DMP. In all these cases, we’re seeing a real need for policy-controlled data transfer and ease of use.

“Being able to send and receive data in a safe way and immediately is actually very difficult to do.”

Most data exchanges to date have been oriented around better media targeting and programmatic ad buys. Moreau said emerging use cases include data for analytics purposes, filling holes in a marketer or publisher’s own data sets, tapping data assets for social or email activation, content targeting or further customer insights.

Krux Link will help facilitate these transactions while also building data protection into the process, he said. For example, Krux could facilitate a publisher wanting to sell premium audience assets to any buyer by making it available in the Link store.

“Or we could send data to a specific buyer allowed by the publisher,” he said. “There are many different execution options, but the key is all of this is transparent.”

The vendor will then charge a flat fee to both the buyer and seller for its services.

While DMPs generally integrate with the platform a user wants to send data to, there has historically been no reporting around how the buyer was using data, Moreau claimed.

“We are really cutting out a lot of ‘black box’ middle men from this process,” he added. “As a publisher, for example, you find out who bought your data, at what rate, and if you don’t want certain buyers to buy it, you have full control and the ability to block them. In the past, there was no opportunity to do that.”

Moreau claimed significant investments have made to enable Krux Link. For instance, while the vendor’s core DMP offers data transportation functionality, Link required building proprietary analytics capabilities in order to give real-time insights on audience segment prices.

These are displayed in Krux’s Link Index, a real-time trend and price ticker showing average CPMs for different classes of audience data traded by the DMP’s customers. Krux interacts with 3 billion devices and browsers per month.

Moreau noted pricing is often the stumbling block for organisations looking to exchange data sets.

“Secondly, we had to deepen our integrations with all DSPs, ad servers, some content management systems, and all the various execution systems that could accept data,” he continued. “We had to go beyond simply passing data; we needed to have the infrastructure to track usage, get new contractual terms in place with those execution systems.

“We also had to build functionality that allowed marketers to show up with their own audiences that they were looking to reach across the Krux client base either for media activation, or just to find those across the Krux universe for data-only deals.”

In addition, Krux implemented strict quality guidelines for data, Moreau said. “It took a lot of time to do this right, now it’s time to make it explode in commercial markets,” he said.

As an example of Krux Link in action, Moreau pointed to current dealings with beauty brand, L’Oreal, digital music provider, Spotify, and US food and family-oriented media company, Meredith, around their respective data sets.

“All three partners have a real interest in leveraging data – it could be Spotify targeting consumers using L’Oreal and Spotify data in order to get greater spend from LÓreal. Or Meredith might have more contextually relevant sites, while Spotify has fantastic cross-device information that might be valuable to LÓreal,” he said. “These strategic deals are much more than just a simple transaction.”

In December, Krux also signed on car shopping website, Edmunds.com, to make its audience data available on Krux Link as a standalone, monetisable asset.

“We’re not a marketplace or exchange, we’re a simple technology company providing technology to both sides to make this happen,” Moreau added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Taking performance cues from east Asian markets

As the ‘Asian century’ becomes ever more prevalent and the Fourth Industrial Revolution gathers speed, marketers are having to surf a tidal wave of creative destruction. The choice is stark: Embrace change, or resign yourself to a Darwinian fate.

Dr Chris Baumann

Associate professor, Macquarie University

Searching for social and marketing data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

Isaac Lai

Connections strategy lead, VMLY&R Sydney

Why Australia needs more leaders

A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.

Dan Banyard

Managing director, Edentify

Congratulations! So good to see a business turnaround with a good omni channel email lead strategy.Antanthonyidle.com

Anthony Idle

How Total Tools overhauled its omnichannel marketing

Read more

Well, you can always improve your service. Your customers will appreciate your efforts.

Mike Thompson

Report: Australian customer experience good but not great

Read more

Thanks for sharing! Terracotta Jewellery Online Shopping Ethnic Jewellery Online Shopping

Cotton Sarees Online

How data is driving the customers of a lifetime for BaubleBar

Read more

Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...

NavkarConsultancyServices

Xero evolves to fit a changing marketplace

Read more

>Writes article about how to show diversity in an authentic way>All featured opinions are from white women

Jennifer Metcalfe

Food for Thought: How can brands show diversity in an authentic way?

Read more

Latest Podcast

More podcasts

Sign in