IDG Enterprise, publisher of tech brands such as Computerworld, InfoWorld and CIO, has expanded its premium programmatic services by adding four tiers of added data opportunities for buyers to better target their campaigns.
IDG Enterprise’s premium program emphasizes first-party data—data captured from its owned and operated sites. The company has developed four options for marketers to supplement premium programmatic campaigns with different kinds of data.
• The Off -the-Shelf option lets marketers simply target visitors based on a site’s taxonomy.
• The First-Party Data option folds in data culled from the reading and downloading activity of site visitors.
• Custom Data pulls in IDG Enterprise’s data management platform’s third-party data.
• And advertisers can supplement their own data with the Bring Your Own Data option, which retargets visitors with specific demographics across IDG Enteprise and IDG TechNetwork sites.
Concurrently, the company announced the promotion of Farrah Forbes to vice president, digital sales, InfoWorld & data strategy. Forbes will take the lead on IDG Enterprise’s premium data sales efforts.