Geoff Cohen, Ole! Media Group launch Delv
Former 24.com general manager, Geoff Cohen, and digital disruption agency, &Innovation, have joined forces with the Ole! Media Group to form a new venture, Delv, which aims provide highly, targeted advertising opportunities by harnessing the power of big data.
Having identified that it required a data model and strategy, Ole! Media Group contacted &Innovation — a specialist consultancy known for its market disruption and speed of ideation to market approach — to assist it in developing the right proposition with the right people to lead it. &Innovation will hold a stake in the business.
Delv has already been active in the market, acquiring clients and an integration with Oracle Marketing Cloud, a leading data management platform (DMP). The company will have a deep focus on creating a consolidated platform for first-, second- and third-party data, to unlock the value that is trapped within customers’ existing CRM and digital silos.
Delv finds, matches and analyses the online behaviour, usage trends and brand affinity for customers. It then creates data sets with high relevance scores. These ‘intentionality’ data sets are built from leading ecommerce, data and publishing companies, and structured to provide key triggers for activation. Sets are then matched into multiple media platforms, enabling brands to target the right audience with greater precision, while allowing media owners’ access to a significant new revenue stream.
— MarkLives’ round-up of top ad and media industry news and opinion in your mailbox every Monday and Thursday days. Sign up here!