Thought Leaders in Artificial Intelligence: Jim Regan, CMO of MRP (Part 2)

Sramana Mitra: Who owns the bid data? When you talk about ad exchanges, is that data owned by the ad exchange? In that case, how do you get to them?

Jim Regan: We’ve created relationships with the ad exchanges. They didn’t have a market for this secondary data. They were just sitting on it.

Sramana Mitra: You can buy the bid data logs from the ad exchanges and then you can apply that to the technology company’s internal CRM data and so forth.

Jim Regan: And marketing automation data and all sorts of different data streams they have. That data that they have is historical data whereas the bid stream that we’re ingesting is real time. Our technology is taking their historical data, marrying it with the real-time data, and identifying specific locations of spike. Then we’re programming, on their behalf, a marketing outreach. That’s not just through display advertising.

There are a lot of companies that are doing a really good job using tools like BlueKai to target the display ads. We also marry it with the capabilities in Eloqua. We have 450 inside sales people positioned all over the world. We’re feeding those resources with this information so they know who to call and to make sure that our clients are the first companies in front of this prospect.

Sramana Mitra: There’s something that I’m still missing. In the bid data that you are able to buy from these ad exchanges, what information is available? We’re talking about the ads of these technology companies being shown in a particular location and IP address. That’s the information that you’re feeding back and trying to correlate with the CRM system and the marketing automation system.

Jim Regan: No, it has nothing to do with the ads that our clients are placing. That string of bid data has the IP address. That’s what allows us to do the geolocation and tie back to the domain so that when we resolve it, we can tie back to the account. In many places around the world, it’s a challenge to resolve IP addresses. There are more and more third parties helping organizations do that. That’s the first critical piece of data in that string.

Sramana Mitra: But IP address of what? Is it the people who are browsing a particular kind of content?

Jim Regan: It’s an IP address of a user coming from a particular domain that’s associated with a particular account. What drives the auction is either the meta tag of the content on that page or the actual URL string. Oftentimes within the URL string, they’ll have a keyword or topic right in the URL string because that information is also right there next to the IP address as well as the time stamp of when this IP address was consuming this particular page that was meta-tagged with this particular topic, which is what drove the initial auction.

This segment is part 2 in the series : Thought Leaders in Artificial Intelligence: Jim Regan, CMO of MRP
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