Bringing big data ‘oomph’ to digital marketing

  • AdzCentral-Krux partnership combines deep data-management technology, know-how and digital marketing services
  • Customers can ‘own their own data’ and not have it created and used by multiple ad networks, exchanges and partners
Bringing big data ‘oomph’ to digital marketing

MEDIA-buying startup AdzCentral and data management solutions provider Krux have announced a strategic partnership to deliver a full-service and real-time solution for online marketers, publishers and content providers to manage their own consumer data.
This would be targeted at key markets in the Asia Pacific region including Singapore, India, Hong Kong, Taiwan, Malaysia, Indonesia, Thailand, the Philippines and Vietnam, as well as the Middle East, the two said in a statement.

AdzCentral, which describes itself as a ‘scientific media-buying’ company, will integrate Krux’s cloud-based data management platform (DMP) into its suite of real-time, data-driven digital marketing solutions.
The Krux technology would add real-time tools that marketers and publishers need to protect, manage and monetize data across all their screens and sources, including a range of big data analytics, audience segmentation, audience targeting and connectivity solutions.
AdzCentral, which says it uses advertising technology, marketing science and expertise to improve clients’ media investments, only began commercial operations in 2010, backed by seed round funding from, among others, Singapore’s National Research Foundation (NRF) and Media Development Authority (MDA).
In March this year, it managed to raise S$4 million (US$3.2 million) in Series A funding from venture capital investors Electric Sheep Capital and Digital Media Partners (DMP).
Also founded in 2010, Krux delivers what it describes as a ‘data fabric for the consumer web’ to businesses reaching over 720 million users worldwide, helping its clients protect, manage and monetise data across all their screens and sources.
Its technology has been adopted by companies like The New York Times, Bloomberg, NBC Universal, Forbes Media, Financial Times,, and The Wall Street Journal Digital Network.
Meanwhile, the partnership between the two also allows Krux to leverage AdzCentral and its reseller partners as a distribution and support channel for its technology platform.
Together, Krux and AdzCentral will provide an in-market channel for advertisers and publishers to access the industry's most advanced data management technology, they said in the statement.

“This represents an inevitable and much needed convergence of big data, analytics, and cloud storage,” said AdzCentral founder and chief executive officer Reza Behnam, adding that this brings audience data management to digital marketing and publisher monetization efforts.
“This is what advertisers and publishers have been waiting for: Advanced targeting, actionable audience segmentation, data portability and security,” he claimed.

The first of its kind in the Asia region, the AdzCentral-Krux partnership enables customers to ‘own their own data’ rather than have it created and exploited by multiple advertising networks, exchanges, partners and competitors, the two companies said.

“This partnership allows us to deepen our relationships with both existing clients as well as strategically service new clients in the Asia Pacific region,” said Tom Chavez, Krux co-founder and CEO.
“Together with AdzCentral, we’ll be providing companies with real-time data solutions that they need to deliver a smarter and safer web experience for their visitors,” he added.

With the ability to capture, control and connect their own data on Krux’s platform, marketers and publishers can unlock new value from customer information without ceding ownership or risking its security, the two companies said.
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