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Friday, July 18, 2025

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Qualia & BlueCava Merging for Better Ad Serving Platform

Two marketing companies, Qualia and BlueCava, are merging to help combine their very complimentary services.  The new company will operate under the Qualia name, which will remain a wholly owned subsidiary of QBC Holdings, LLC.

Qualia Media offered a unique media platform that was made to target ads using audience models that were based largely on consumer intent.  BlueCava was a leader in cross-screen marketing that would help to track and use the consumer’s path to how they made a purchase.

The new organization will use both of these abilities to help solve issues for agencies and marketing platforms.  It will be led by Kathy Leake, who was previously the co-founder and CRO at Dstillery and has more than 20 years of experience in this industry.  Prior to this position she operated as the CEO of Qualia, where she led the company to more than 2000% growth under her leadership.

Leake commented on the merger saying, “I’m thrilled to have the opportunity to finally bring a holistic cloud-based solution to the industry that can optimize marketing spend for brands across channels.  By layering the unmatched strength of Qualia’s real-time consumer intent signals on top of BlueCava’s highly accurate cross-screen device graph, we will now be able to bring marketers a solution that redefines the effectiveness of programmatic marketing.  Our experience working together over the past year has demonstrated the value of combining BlueCava’s cross-device data with Qualia’s purchase intent signals and has resulted in a more intelligent device graph with conversion rates that are significantly higher than competitors. Together, we’re creating a more powerful solution for marketers that finally closes the loop from commercial intent signal to device attribution.”

Once everything is integrated together they will be able to determine which devices are owned by which people in a given household, for example.  They will also be able to tell which individual will be interested in making the actual purchase.  This, of course, can also be expanded out to larger groups to get the best possible results for marketers.

Pesach Lattin
Pesach Lattinhttp://www.adotat.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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