The DMP clouds gather

By AdNews | 11 September 2014
Selfie-made: iCumulus owner Mark Halstead

There's a new DMP in town. Called iNimbus, the data management platform is Australian-owned with five clients in the bag and four in talks.

iCumulus is the company behind the platform. It claims it enables a more sophisticated permission-based programmatic buy across 50 verticals in real time.

The platform plugs into DSPs (demand-side plaforms) and matches cookies with permissioned data - consumer profiles, interest in products and services and purchase intent - from visitors to websites. Visitors agree at the ‘opt in’ stage to allow this information to be associated with a browser cookie.

Profile information collected includes demographic information, location, interest in key advertiser categories and purchase intention. Publishers who contribute data to iNimbus provide full disclosure to website visitors and no Personally Identifiable Information (PII) is collected or supplied during the process.

iCumulus managing director Mark Halstead claimed the platform has a unique aspect in the Australian marketplace, "because to date all consumer information is currently presumed. For example, if you visit a travel website, it’s presumed that you’re interested in travelling. iNimbus offers relevant, opt-in, real time consumer information for programmatic buying to deliver better results for advertisers.”

Partnership agreements to use iNimbus on the demand side with Turn and DoubleClick Bid Manager by Google are in place, with MediaMath and Adap.tv incoming. On the buy side, Cadreon and Amnet are using iNimbus and iCumulus said it was in final discussions with Xaxis, Vivaki and Accuen.

Updated: This article has been amended after Xaxis regional marketing manager Fera Rosihan stated categorically that it has no plans to work with iCumulus.

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