Do you want a cookie? Many people don’t; not the digital tracking kind, anyway.
“In 2017, I imagined this day would come, where users were not going to accept being tracked through a trail of cookies all over the internet, and advertisers were going to be behind the eight ball, not having an innovative solution that could talk to multiple data sources and scale and adapt to changing environments,” he says.
Berna says his company uses a proprietary universal architecture and an open integration platform to address the potential advertising dilemma of life in a cookie-less world, as regulators clamp down on certain types of data tracking.
Driven Data blends third-party marketing data with dealers’ first-party customer information to deliver real-time hyper-personalized marketing, says Berna, who describes it as an auto-retailing industry first.
Founded in 2013, Driven Data has grown from 12 to 50 employees over the past 18 months.
In a WardsAuto Q&A, Berna talks about new-age marketing, its challenges and restrictions, and how a stint in the military pointed him in a digital direction. Here is an edited version of the interview.
Wards: How did Driven Data come about?
Berna: There’s a personal story that prepared me to take on this insane…