Kezzler

Scanbuy Looks To Revitalize QR Codes By Mining Data Points

In this 2014 AdExchanger article, Scanbuy CEO Mike Wehrs argues that data aggregation from QR codes can extend the value of 2D barcodes by monetizing scan data. Scanbuy, founded in 2000, counts Nespresso, Starbucks, Coca-Cola, Panasonic, Staples, and Home Depot as customers using its platform for QR code-based campaigns. The company has raised about $31.9 million and anticipated another funding round. During the 2013 holiday season Scanbuy processed over 10 million scans and generated nearly 500 million data points; each scan yields at least 40 datapoints (device type, OS, location, item scanned). Scanbuy has closed four deals with data-management platform providers to monetize this data, while analysts caution about data usefulness and emphasize partnerships and insights. Competition from Google, Apple, and Digimarc is acknowledged, with iBeacon highlighted as a competing approach.

Digimarc’s New Barcode Lets Mobile Users Scan Objects

Digimarc unveiled a watermark-based barcode technology that embeds codes into images, enabling retailers to deliver product information, coupons, and content without visible QR codes. Consumers access data through the Digimarc Discover app, with Cooking Light cited as an example linking magazine content to MyRecipes.com. Early adopters include Costco, Ford, and Sharper Image, who have used the technology on brochures and catalogs. The Digimarc Barcode can be printed invisibly across a package and carries the same data as a UPC, allowing shelf scanning and faster checkout. While the watermark is invisible, brands must prompt consumers to scan; Digimarc also collects usage data (scans, device type, ZIP-based location) and may gather emails for ad targeting. The company positions Digimarc Barcode as a faster alternative to QR codes amid competing image- and AR-based solutions.

CRMomentum; Big Data Boss

AdExchanger's Tuesday roundup covers Merkle's 2013 H1 performance, Ogilvy's hire of a new chief data officer, SiteScout's perspective on premium inventory, Microsoft Tag's planned sunset, and Publishers Clearing House's new affiliate program to curb third‑party intermediaries. Merkle reports net revenue up 20% year over year in the first half of 2013 with EBITDA up 76%, plus a 27% Q2 net revenue increase, 23% organic growth, and 119% EBITDA growth (no dollar figures released). Ogilvy appointed former Acxiom executive Todd Cullen as Chief Data Officer to guide data strategy, acquisition, and cross‑channel analytics. Ratko Vidakovic of SiteScout discusses how session depth and performance influence inventory value. Microsoft Tag is set to be terminated in 2015 with ScanLife licensing to Scanbuy. Publishers Clearing House launched an affiliate program to reduce intermediaries in its demand referral chain.