OWNERIQ, INC.
BOSTON, MA

ownerIQ, or “The Q”, is focused on leading the data market’s evolution towards transparency, relevancy and choice. We are bringing the most valuable consumer data to market– explicit shopping and purchasing data from retailers and brands– to power a new data economy: The Second-Party Data marketplace. Second-party data is sourced transparently from the marketing partners a brand is already working with, or brands that share data with non-competitive brands in exchange for compensation. This new market provides better quality data inputs to power all marketing tactics, and enabling fundamentally new marketing tactics, such as enabling a brand’s retail partners to leverage the brand’s data to support sell-through. ownerIQ headquartered in Boston’s Fort Point neighborhood has 6 offices across the U.S. and over 150 employees. Having successfully built and sold their first company, Bitpipe, co-founders Jay Habegger and Eric Mabley put together the of ownerIQ (Jay Habegger, Doug Shattuck, Eric Mabley, Chris Back and Connie Johnson) in 2007. This time the goal was to change advertising for retailers and brands with the idea of ownership targeting through the power of second-party data. Even back then, we knew the best predictor of buying behavior is shopping behavior. Since our inception we have grown to be the leading second-party data marketplace offering retailers and brands next level digital advertising through transparency, relevancy and scalability. We are always looking to build to our many accolades, and are honored to have recently received and been named in numerous industry awards: The 50 Fastest Growing Companies by The Boston Business Journal, a winner for Best Data Management Platform in The Digiday Signal Awards, a winner in the Inc. 5000, and a Technology Fast 500™ 2017 Recipient awarded by Deloitte LLP. , relies heavily on selling second-party data. Second-party data isn’t a new idea, but it’s one whose time has come. In advertising’s data game—quality of data is a huge challenge. One of the key benefits of second-party data is that it comes from a known and trusted business partner. Knowing the provenance of information increases its utility and value. If the data is opaque or anonymized, then who exactly is determining its relevancy to the marketer? The power of the data lies in marketers’ ability to determine for themselves—not through third-party interpretation—what information is relevant to their needs before gaining direct access to it. On one level, this is the natural evolution of long-standing business practices. Retailers, grocers and their suppliers have traditionally shared marketing assets, e.g. – budgets, in the form, co-op funds. Thus, it’s not surprising that the idea of sharing We are now seeing the first examples of the next 2.0 version of data sharing among brands with adjacent, but non-competitive relationships. The real growth of this marketplace will be led by progressive marketers and media buyers who can think beyond traditional compensation models. The 2.0 version of the second-party data marketplace is what I would label as transparent data sharing between brands with no existing relationship, and no existing practice of sharing marketing assets. The type of marketing opportunities this level of sharing could open is where it gets really interesting, and why the pundits are excited. Imagine planning a truly data targeted program to reach millennials instead of buying third-party data from Company X’s opaque “millennials” segment. Soon, it will be regularly expected that a brand like Nike will want to trade its first-party data with another brand—in another industry—that could have overlapping customer types, like Red Bull. There are already solutions that enable this today. They provide the technology, privacy compliance, and compensation models to power early versions of transparent second-party data sharing. For instance, Adara, an important player in the travel marketing arena, aggregates first-party audiences from brands in the travel categories, e.g. airlines, hospitality brands and OTA’s, and enables other brands to leverage this data for targeting purposes. These current ecosystems are built largely on revenue sharing and/or ad crediting models negotiated between the brand and Adara. As cited in Forrester’s recent Predictions 2016: Media’s Unbundling Accelerates report, “…..advertisers will embrace data co-ops deals with retailers and publishers. By using solutions like ownerIQ…advertisers will have the opportunity to go beyond their first-party data and third-party segments to see the browse, cart, and purchase behavior of customers like theirs who are in-market now from participating brands in the co-op.” The takeaway is this: If you want to access the first-party data of another brand that you have no relationship with, you’ll need to start thinking creatively, and there are solutions out there to help set you on your way. Are you ready to think beyond today’s media buying models? If so, welcome to the second-party. We’ve built a thriving second-party data marketplace, allowing marketers at retailers, brands and all company types to operate in a more transparent data economy with access to audience data that is more relevant and effective. Making Headlines! At BPN, our top objective is to provide our clients with strategic thinking and data-driven results to deliver effective integrated marketing campaigns. We believe in using the right partner to deliver the core consumer audience to achieve the brand's goals. ownerIQ’s second-party data platform had just what we were looking for when we sought out specialized audience data sets. For one client, ownerIQ’s premium auto data delivered an exceptionally impressive 85.69% video completion rate." Working with ownerIQ allows Cabela's to enable brands to reach shoppers with relevant, unobtrusive messaging. This helps us create the best possible experience for our shoppers by reaching them with products and services relevant to their interests.