Lookery.com

Lookery often gets asked how we differ from data exchanges like BlueKai and eXelate. This morning, the NY Times’ writer Stephanie Clifford had a good piece covering the data aggregating and selling space that gives interesting insight into the consumer data BlueKai and eXelate use; here’s an excerpt:

“I checked the BlueKai and eXelate pages to see what they had on me. BlueKai’s said I was interested in online privacy, which is true, though probably not very useful for advertisers. At eXelate, though, I wasn’t identified as being interested in anything at all. And while it had my age range correct — 25 to 34 — it also had decided that I was male. Certainly it wasn’t scary — but it also showed how far these exchanges have to go.”

Therein lies Lookery’s differentiator regarding our data:  we aggregate only user-reported data to make available for ad targeting and make no assumptions about users.  If we don’t have data on a consumer, we don’t pretend that we do (or assume what we think it may be).

We get this real data by partnering directly with social and dating sites to collect anonymous information that a user contributes to our partners.  With no black box or special sauce, our data buyers are assured that they only get and pay for what they want.

Personally, as a female consumer, I would rather see ads for cute shoes than basketball jerseys.  Let’s hope the ad networks and agencies get my gender right.