“This is the first time this valuable intent data will be available to an outside ad network.
Although shopping lists are as old as shopping and represent the most direct expression of shopper’s product desires, they have not figured prominently in many marketing campaigns.
That direct data will now be directly available to advertisers on the Kiip mobile marketing platform through a partnership with the Purchase Decision Network (PDN) announced this week.
First use by outside ad networks. The New York City-based PDN utilizes anonymized shopping list data from a couple of dozen participating apps for iOS and Android, such as AllRecipes, Our Groceries, BuyMeAPie, Scan2List and Shopper. Shoppers give consent for their data to be utilized in this fashion, when they download the free apps.
With this new partnership, Kiip — headquartered in San Francisco — will make the shopping list data available to any in-app or mobile web advertiser. Since 2010, the PDN data was only available for ads inside the participating apps, although data was also purchased on occasion to create segments for outside advertisers.
But this is the first use in outside ad networks. The shopping list data and shopper profiles are integrated with Kiip’s data, which specializes in targeting ads at the right moment, like after a user has finished a workout or when the user is unlocking a new level in a mobile game.”