BlueCava

About BlueCava

BlueCava operated in the adtech sector, providing a specialized platform for cross-screen identification and targeting. Founded in 2010 by David Norris and John Sherrod, the company was established in Irvine, California, and later expanded with an office in New York City. BlueCava originated as a spin-off from its parent company, Uniloc USA Inc. The firm secured significant financial backing, raising a total of $68.4 million over 13 funding rounds from investors including S3 Ventures, PerformanceEdge Partners, and Mark Cuban.

The core of BlueCava's business was its patented device fingerprinting technology, which created unique identifiers for internet-connected devices like computers, smartphones, and gaming consoles. This technology worked by analyzing digital markers such as IP address, operating system, and browser type to profile devices without relying on traditional cookies. The primary service, the Audience Association Platform, enabled clients to identify and link the various devices used by a single consumer or household. This created an "Association Graph" that allowed marketers to execute more precise cross-screen advertising campaigns, manage audience reach, and measure performance. The platform was designed to help businesses increase advertising effectiveness, reduce ad fraud—such as click and impression fraud—and enhance customer experiences by delivering more relevant content.

BlueCava's business model centered on providing its technology as a Software-as-a-Service (SaaS) solution to brands, advertisers, data companies, and other adtech players. Clients included prominent names like Toyota, WPP, and Appnexus. In January 2016, BlueCava merged with Qualia Media, a company specializing in consumer intent analytics. The combined entity operated under the Qualia brand, aiming to integrate BlueCava's cross-device graph with Qualia's intent signals to offer a comprehensive marketing solution from consumer intent to attribution. This new entity was subsequently acquired by IDify, an ALC company, in November 2018.