OwnerIQ In The Press
April 18th, 2012
OwnerIQ Facilitates Retailer-Supplier Data Sharing With CoEx Platform
"Offers an efficient way to bring cooperative buying online":
BOSTON, April 18, 2012 — OwnerIQ, the inventor of Ownership Targeted media and developer of one of the most advanced Real-Time media buying platforms in the industry, announced today that it has launched CoEx, an innovative platform on which retailers and suppliers can securely share audience data for the purposes of running targeted cooperative campaigns.
“OwnerIQ’s ownership targeting is powered by our unique partnerships with retailers and manufacturers. A number of these partners told us they were looking for a better way to leverage today’s advertising technology to improve the way retailers and suppliers work together online,” said OwnerIQ CEO Jay Habegger. “So we built a platform that enabled both groups to safely and easily share their web audience data to execute various cooperative marketing initiatives online. That was the genesis of CoEx.”
National retailers Crutchfield and Abt Electronics were two of the first retailers to test the new system. Working with OwnerIQ, the two retailers and a select number of their key manufacturer partners put their online data on the CoEx platform. The retailers then ran co-branded display ads targeted to consumers that had visited each of these manufacturers' websites.
“CoEx gives us an entirely new way to drive consumers to our sites,” said Crutchfield Senior Manager of Internet Marketing Jay McCartney. “We know that more than half of the visitors to a manufacturer’s website intend to purchase a product within a month. Now we’re able to bring them to our site when they’re ready.”
“The ability to access our supplier’s web audiences would enable Abt to target and potentially influence our consumers early in their path to purchase,” said Abt Electronics eCommerce Marketing Director Steve Tazic. “For this reason, we were excited to try the CoEx platform, and are very pleased with the early results. Additionally, we are exploring giving our suppliers access to our web audiences. We see this as another huge opportunity for Abt.”
“For years, retailers have learned to leverage their owned media assets to run cooperative campaigns in offline channels and generate incremental revenue, such as in-store TV ads, signage, circulars, et cetera,” said Habegger, “CoEx brings that longstanding concept to the ad tech space, enabling these companies to monetize their greatest digital asset: their online data.”
Suppliers see this scenario as a huge opportunity for them, as well. “Obtaining the ability to target consumers that have browsed audio products on our key retailers’ sites will provide a way for us to drive sales of Kicker products in the online channel,” said Kevin Campbell, head of marketing for Kicker Audio.
This story first appeared in Internet Retailer.
February 15th, 2012
Jay Habegger in Dealerscope
"How to leverage new online advertising strategies":
Brick and mortar retailers are in a fight for their lives. The consumer path-to-purchase has migrated online, with Internet retailers benefiting to the detriment of traditional retailers who struggle to match the price points of their online competitors while their physical stores drag down margins. It makes you wonder why so many legacy retailers show up to this fight for the consumer without the right technologies.
February 15th, 2012
Jay Habegger in AdAge
"Amazon's Approach to Advertising Might Work, But It's Not for Every Retailer":
"The Retail Giant Is Leveraging Brand Equity and Hiring a Big Sales Force, While Others Will Choose to Outsource."
November 11th, 2011
OwnerIQ in the New York Times
"These Ad Stars Know All About Ads":
"An online advertising company called OwnerIQ is featuring employees of media agencies in its campaign. So far, more than two dozen who work in four big markets — Boston, Chicago, New York and Los Angeles — have agreed to be part of the campaign."
January 27th, 2011
OwnerIQ on Expanding It's Shopper Marketing Capabilities with DiJiPOP
Earlier this week, OwnerIQ announced the acquisiton of "on-demand shopper marketing technology platform DiJiPOP in an all-stock deal." (Also, read DiJiPOP Q&A on AdExchanger from March 2011). Shopper marketing online is increasingly an attractive opportunity to explore for retailers. According to the press release, "The deal enables OwnerIQ to increase the value and revenue potential for the online retailer and manufacturer partners that power their unique Ownership Targeting capability."
CEO Jay Habegger answered questions on the acquisition and its impact on OwnerIQ.
AdExchanger.com: What was the trigger for the transaction? Is this about tech or clients?
In the ad tech marketplace OwnerIQ is known for ownership targeting, an advertising solution that enables marketers to target online consumers based on the products and brands they own or intend to buy. This capability is powered by OwnerIQ's Media Solutions, or OMS, which has relationships with online retailers, manufacturers and publishers for whom we enable marketing capabilities, such as co-operative audience sharing, and provide ad revenue in exchange for consumer browsing and purchasing data. The acquisition of DiJiPOP, an on-demand shopper marketing technology platform, will add even more value to our OMS relationships and enable our partners to generate new revenue through on-site display advertising and product placements.
Is shopper marketing becoming more of a focus for OwnerIQ?
OwnerIQ's always been focused on "shopper marketing" as we define it: influencing a consumer along the entire path to purchase. We've been delivering online campaigns for advertisers to help them address the new online path-to-purchase from the very beginning. However, some in the industry have a narrow definition of "Shopper Marketing" that refers exclusively to advertising within a retail environment, or, in the online case, advertising on a retailer's website. With the addition of DiJiPOP, we are extending our offerings to current and potential retail partners to enable on-site advertising programs to generate new revenue streams. As we onboard these partners onto the platform, we will push these advertising opportunities out into the marketplace.
Why is former DiJiPOP CEO Ji Kim a good fit for a BD role? Is there a pub dev strategy emerging for OwneriQ?
Ownership Targeting has always been powered by our unique relationships with our retailers, manufacturer and publisher partners. Ji's experience at DiJiPOP, which is a platform specifically designed for online retailers and ecommerce sites, makes him the perfect candidate to help us accelerate our partnership growth within the retail category.
To read the article on AdExchanger, go here
January 24th, 2011
OwnerIQ Acquires DijiPOP
BOSTON, January 24, 2012 — OwnerIQ, the inventor of Ownership Targeted media and developer of one of the most advanced Real-Time media buying platforms in the industry, announced today that it has acquired leading on-demand shopper marketing technology platform DiJiPOP in an all-stock deal. Founder and former CEO of DiJiPOP, Ji Kim, joins the OwnerIQ team as the VP of Business Development, Media Solutions.
To read the press release, go here
December 27th, 2011
Seeking online revenue, businesses, non-profits sell ad space
Jay Habegger on Minnesota Public Radio:
"I see it as being a somewhat under-the-radar trend for the next couple of years," he said. But in three to five years, the ad industry will wake up and say, "Oh my gosh, some significant percentage of the digital spend is now being spent in media outlets that nobody would have considered a media outlet today."
September 16th, 2011
Connecting the Data Dots on Facebook and Beyond: OwnerIQ on AdAge.com
"Another company pulling together unique audience insights is OwnerIQ. This company uses "ownership signals" — indicators that a person actually owns a particular brand of product — to identify the people likeliest to want an upgraded product, an accessory, or a competitive product. In one case, a major furniture retailer discovered that its website was attracting a disproportionate number of consumers who were also in market for a high-definition television."
August 11th, 2011
Jay Habegger on the Cover of AdAge.com
Amazon flew under the radar in late June when it announced it was entering the world of advertising by using its consumer data to deliver targeted advertising on third-party sites across the web, but it's big news for online retailers and advertisers.
July 7th, 2011
OwnerIQ Gains $7M in New Funding
OwnerIQ has seen some impressive growth rate since May of last year up to the first quarter of 2011, and with their newly acquired additional funding of $7 million, things are definitely getting more exciting for the company.
This expansion round of investment included the participation of OwnerIQ’s existing investors, with the addition of Longworth Venture Partners.
OwnerIQ’s CEO Jay Habegger shares some information about this recent round of funding, and also tells us more about the company in this e-interview with Lead411. Read More »
June 22, 2011
Dow Jones VentureWire: Ty McMahan Writes on OwnerIQ
Longworth Venture Partners led the Series C round, which included participation from the company's previous investors: Atlas Venture, Common Angels, Egan-Managed Capital, Kepha Partners and Massachusetts Technology Development Corp.
Chief Executive Jay Habegger said the new funding will be used to boost the company's sales team and technology development.
Competition is tough in the heavily funded ad targeting business, in which companies apply different algorithms to data collected through Internet cookies. OwnerIQ aims to differentiate itself with its ownership targeting technique.
June 20th, 2011
AdExchanger: $7 Million More for OwnerIQ
OwnerIQ has received $7 million in additional funding according to an article by Laurie Sullivan on MediaPost. Read more. Adding up the Crunchbase numbers, this gives the company $20 million in financing since 2007. OwnerIQ has an SEO-friendly network of product-support sites called ManualsOnline and according to its website it gets over 4 million uniques per month. This is a similar strategy to ValueClick's Investopedia strategy where the ad network leverage its media skills with ownership of a website with high-value users and the intent data that pours off the website. The trend: ad networks/DSPs/etc. in the publishing business -this includes ad networks like Ad.com which helps monetize Aol.
June 17th, 2011
MediaPost's Online Media Daily: Data Rich: OwnerIQ Closes $7 Million Funding Round
OwnerIQ has managed to grow 700% from May 2010 through May 2011, a milestone that attracted Eric Hjerpe, partner at Kepha Partners, to make another investment in the company. "The company offers proprietary data that has been shown in ads to increase performance by a great amount," he said. "They also continue to resign a number of existing clients because of that ad performance."
June 17th, 2011
Xconomy: OwnerIQ Raises $7M More
"Boston-based OwnerIQ, an advertising tech startup, has closed a new $7 million financing round from existing investors including Atlas Venture, CommonAngels, Kepha Partners, and the Massachusetts Technology Development Corporation, as well as new investor Longworth Venture Partners."
June 13th, 2011
OwnerIQ Highlighted in iMedia Connection's "5 New and Powerful Targeting Methods"
On June 13th, OwnerIQ was included in Jim Nichols' outline of 5 new and powerful targeting methods on imediaconnection.com
"Another interesting approach comes from Owner IQ, which calls its model "owner targeting." The company collects data on user actions that demonstrate product ownership to deliver prospects with highly probable interest in categories, brands, and interests. Then it delivers media as an ad network. Like regular networks, it measures interest via site visit behavioral data, but adds ownership data points to sharpen its perspective.
May 26th, 2011
OwnerIQ Mentioned in TRAFFIQ Educational Spotlight
On May 26th, 2011, OwnerIQ's Jay Habegger wrote a short article for TRAFFIQ Newsletter's "Educational Spotlight".
"Online marketing is an imperfect science, one that relies heavily on guessing which products consumers are interested in based on their browsing history. Consumers may read an article about flat-screen TVs, but that doesn't necessarily mean they are in-market for a new one. OwnerIQ's innovative approach to behaviorally-targeted advertising removes the guesswork by helping marketers, manufacturers and retailers target consumers based on products they actually own.
Manufacturer websites are popular online research destinations, making them untapped goldmines for marketers. By tagging and cataloguing consumers based on 4,000 different products or product types across 17 categories, OwnerIQ makes it possible to reach audience segments based on the types of products they consume on a regular basis. Taking it one step farther, OwnerIQ also catalogues consumers of over 5,000 different brands, letting advertisers reach consumers based on the precise brands they already own, providing a more intelligent, more relevant approach to advertising. You can access OwnerIQ's ownership targeting with TRAFFIQ.
OwnerIQ is also attempting to solve the issue around data sharing, specifically the resistance many agencies and brands put up when it comes to making a data deal. Our new platform, CoEx, will make it possible for manufacturers, retailers and agencies to form partnerships and share data with no strings attached. Every partner will have complete control over who uses their data and how it is used." -Jay Habegger
May 6th, 2011
Jay Habegger Quoted in TRUSTe Article
On May 5th, 2011, OwnerIQ was mentioned in a TRUSTe press release with our CEO Jay Habegger being directly quoted. "TRUSTe Now Largest DAA Compliance Solution for Online Behavioral Advertising". TRUSTed Ads Platform now delivers over 10 billion impressions per month.
