OwnerIQ

OwnerIQ, established in 2007 by Jay Habegger, operated as a media technology company specializing in online advertising solutions. Habegger, a veteran of the digital media space, previously founded Bitpipe, Inc., which he sold to TechTarget for $40 million. This experience in aggregating and monetizing online content informed the strategy for OwnerIQ.

The company carved out a niche in the ad-tech market by pioneering a second-party data marketplace. This model enabled transparent data sharing among non-competing brands and retailers, providing advertisers with access to high-value consumer shopping and purchasing data. Its core product, the CoEx platform, was an integrated data and advertising technology stack that allowed clients to activate this second-party data for marketing campaigns. The business served a broad client base of over 1,500 partners, including retailers and brands, who could act as either data providers, data buyers, or both. Revenue was generated by facilitating these data transactions and enabling targeted advertising based on the insights derived from shopper behavior.

Key offerings included retailer-targeted and vendor-targeted marketing, which leveraged data on consumer engagement, e-commerce transactions, and offline purchases to inform ad placements. A significant development was the introduction of an online-to-offline attribution model, allowing clients to measure the impact of digital advertising on in-store sales. The company's growth was marked by the acquisition of DijiPOP in 2012 and numerous industry accolades, including a Digiday Signal Award for Best Data Management Platform in 2017. In October 2019, OwnerIQ was acquired by Inmar Intelligence, a data-driven technology services company. The acquisition integrated OwnerIQ's data marketplace and media technology into Inmar's broader suite of services, aiming to enhance retail media networks and data monetization capabilities for a combined client portfolio.

Keywords: second-party data, data marketplace, ad-tech, retail media, audience targeting, programmatic advertising, data monetization, shopper marketing, online advertising, CoEx platform, consumer data, purchase data, Jay Habegger, Inmar Intelligence, data sharing, advertising technology, digital marketing, e-commerce data, retail analytics, marketing attribution