20201019 ML Brief
Software dev firm Clearcode launches security-minded DMP
Marketing tools are so commonly located in the public cloud these days that news stories often don’t even mention the fact.
But Clearcode, based in New York City and Poland, is today launching its first branded product designed for a different location. Called 7Suite, it’s a data management stack with a data management platform (DMP) that the company says is the first on the market for a private cloud or local infrastructure. CEO Maciej Zawadzińsk points to the full data control and better security that such an arrangement offers.
The stack also includes a tag manager for managing website tags and sending the data to the DMP, and a content personalization engine for displaying content that is based on the DMP’s audience data. 7suite is oriented toward desktop and mobile sites, not apps.
Clearcode, founded in 2009, is a software development firm that specializes in creating custom marketing and ad platforms, such as ad servers, DMPs, demand side platforms (DSPs), and attribution platforms. Zawadzińsk told me that one of his company’s previous products, a DSP called Kanary Nest, was bought by San Francisco-based ad tech firm Gravity4 to become part of its product line.
In addition to the added security of having a DMP within your firewall, he said, 7suite has a lower pricing model than other DMPs, and customers have access to the source code for the stack so they can modify it themselves or employ Clearcode to do so.
The DMP in 7suite is focused on handling the customer company’s first-party data for profiles and segmentation, along with the ability to combine user data from website or Facebook behavior. The DMP’s next iteration will facilitate integration with third-party data.
7suite does not currently offer out-of-the-box integration with any content management system, Zawadzińsk said, and content personalization is achieved by page-level additions of JavaScript. On this year’s roadmap: integration of the DMP with DSPs, so it can be used directly for ad targeting.
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