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mParticle provides a connection platform so that a brand can transmit its data directly to 150 or so marketing and analytical tools, instead of setting up a separate integration for each one.
This week, the company is announcing that it is launching what is, in effect, an environment for the exchange of second-party data, by allowing brands to share audience data among themselves. Previously, brands only sent their data to tools.
CEO and co-founder Michael Katz told me that, to his knowledge, this is the first such environment for second-party mobile data. Most of mParticle’s data is mobile, although the participating brands could share any kind of audience data.
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.
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