New Technology IDs Devices, Steers Ads
A new device identification company is readying a technology to bolster the security of companies and consumers and to streamline the often messy world of online advertising.
Launched in early 2010, California-based firm BlueCava has patented the Device Identification and Integration Platform, a technology that can identify the unique fingerprint of any device connected to the Internet, including smartphones, laptops, alarm systems, video game consoles and set top TV boxes.
And with its Device Reputation Exchange program, which will be unveiled in the fourth fiscal quarter of 2010, a company will be able to do more than track it will be able to get a full health and quality report on the legitimacy of every device.
For instance, a bank or retail network that avails itself of BlueCava's service will be able to determine the exact computer used in an online transaction and whether or not that computer has a history of fraudulent behavior. If so, the retailer will be able to deny services to that device. The feature also allows businesses to share a device's reputation with other businesses to ensure nobody is defrauded.
In CEO David Norris' opinion, this advancement will greatly benefit not only the company and advertisers doing the tracking , but the consumer as well.
Norris explained to SecurityNewsDaily, Using our technology, we could lock your bank account to several machines that you normally use, and then if someone tries to use a machine you havenâ??t registered , the bank can automatically email you. There's a huge potential to improve security.
An integral part of BlueCava's plan centers on Internet advertising BlueCava provides advertisers with accurate details of each user's online activity based solely on the information gathered by tracking the specific device. Norris tells SecurityNewsDaily that taking advantage of the streamlined technology will help the large marketing firm and the everyday consumer parse through the often messy, non-specific world of online advertising .
If you send a cosmetic ad to me, I'm not going to buy anything, Norris said. If you don't have the targeted info we have, that's what's going to happen." As a way of creating an open digital dialogue, BlueCava will allow consumers to visit its website to view how they are being tracked, and even opt-out of being tracked. Though it sounds appealing to opt-out, Norris stressed that BlueCava's approach far outweighs the hassle of untargeted marketing campaigns.
If you opt out of online targeting it does not mean you will not receive ads, explained Norris. It means you will receive ads that are not appropriate to you. Imagine watching TV if there was a way for ads to be really interesting to you, it'd be much more pleasurable for you and better for the advertisers. Once people understand that concept, I think most consumers would say they'd rather choose the things they're interested in.
Though the Device Reputation Exchange service has yet to fully launch, BlueCava recently received some high profile financial backing; billionaire investor Mark Cuban is one of a group of 5 investors that put $5 million behind the company.
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