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May 5, 2011
How Brilig Brought Integrity, Transparency and Control to the Data Marketplace
One look at the advertising data ecosystem and it's hard not to conclude that the industry is an unstructured, non-integrated, un-cooperative and inefficient marketplace — ideal condition for the introduction of a cooperative model.
At it's most basic a cooperative is a group that uses its collective assets, human capital and business synergies to achieve success and alignment they cannot accomplish on their own.
Brilig's cooperative marketplace was designed to enable buyers and sellers of data to trade the audience reach and relevance everyone wants at market-driven pricing - as well as the neutrality, transparency and control that's been completely absent.
The drive towards a cooperative data marketplace model will only advance. In the first quarter of 2011 there were 1.1 trillion display ads served. By 2015 there could be 10 trillion impressions in the US alone - 3,000 for person. But for many marketers, the economics are not favorable - vast inventory does not translate into profits because only a tiny sliver is relevant to the consumer.
It's not that advertisers prefer to waste messages on the wrong people because it's easier. It is because advertisers cannot scale relevant audience buys economically.
This is where the Brilig cooperative marketplace shines. Buyers can group data segments together and scale relevance. Similar segments from disparate sellers can be mixed together to yield unprecedented reach.
Brilig has created breakthrough Lift and Reach reports that uncover the best performing and largest segments (in a financial market this would be liquidity) between sellers and buyers. This liquidity and transparency allows buy side sales folks to project audience buys into the future, another first.
Doing this hasn't been easy - it's required Brilig to de-silo thousands of databases and enable them to interoperate. It's also required that Brilig create an open market where any qualified buy or seller can participate - unlike the shadow markets or "dark pools" of data that exist across the industry today.
We welcome you to the next generation of digital advertising, an "old-but-new-fashioned" cooperative, crowd-sourced approach to data aggregation. A place where the 10 trillion ad impressions in 2015 can generate profitability not lost opportunities. While we are the pioneers, this is not about one company with the most data and the best analytics - we see this is a movement, a community approach to increasing the relevance and upside of digital marketing.
Paul Cimino
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