Brilig is the first cooperative data marketplace for online display advertising. Unlike other legacy data marketplaces or exchanges, Brilig data is sourced cooperatively and normalized from hundreds or even thousands of discrete databases — many of which have never been "connected" to digital display advertising. This crowd-sourced, "desiloification" of the world's data is completely unique to Brilig.
The Brilig platform has two key parts. First, there is the cooperative data marketplace that facilitates the open and transparent buying and selling of data. The second part are the software mechanisms that feed the multi-billion cell array that links site visitors to anonymous profiles, and those profiles to the data set that they came from. The two parts work in tandem to connect audiences to ads in extremely small timespans.
The cooperative nature of the marketplace enables Brilig to perform heretofore impossible feats of relevance at scale. Unlike legacy data marketplaces, buyers also coop ad campaign data into the market. This mixture of buy-side data with the sell side data allows members to concatenate, intersect and de-dupe segments to create a multi-seller super-segment of literally millions of relevant consumers.
Another core feature is Brilig's data permission system. Members have complete control at a company, category and segment level as to who can see them/their listings, whether their data can be seen and used in reports and whether other members are able to buy their data.
One of the most unique and valuable features of the Brilig platform are the reach and lift reports. These reports answer two very significant questions:
Both of these reports uncover opportunities for buyers to maximize their outcomes, exposing coverage and/or conversion rates that were not available before Brilig.
The heart of the Brilig platform is the marketplace interface that enables sellers to list data for sale, and buyers to search for, test and acquire data. Because it is an open market, any qualified buy or seller can participate — unlike the shadow markets or "dark pools" of data that exist across the industry today. The Brilig platform is "transaction-neutral" — which means Brilig takes no position on either side of a deal. This also enables Brilig to provide governance that builds confidence in the market's liquidity, and creates the environment for market-driven pricing.
Finally, Brilig is a native cloud application, built for massive scalability and reliability. Much of the technology is patent-pending and is built on the most advanced architecture in the industry.
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Crain's New York Business
TriBeCa-based Brilig acquired by Merkle Inc.