IDG Enterprise looks to better serve their advertisers with the launch of its Premium Data Services, a portfolio of products that will integrate both first and third party data for ad clients looking to more deeply understand their target audiences. Brand Scale and Target Scale are the first products in the Premium Data portfolio, with others to follow shortly.
Brian Glynn, SVP digital sales with IDG Enterprise, says that data based packages are beginning to catch on throughout the publishing industry, and his company is looking to be the leader in the space. “The programs builds off of retargeting, something that a lot of advertisers are doing to extend their programs and ultimately lift their marketing search results in many cases; the ability to retarget awareness advertising across ad networks, in exchanges,” says Glynn. “The difference is that with premium data services, you start with a premium source of data. The first party data gets layered on through IDG TechNetwork, our ad network, with third party data.”
The third party data is collected through a litany of platforms, including Luma Scape and Collective Media.
The first two products of this portfolio include Brand Scale, which Glynn calls the entry point of the retargeting program. “For example, we look at Computer World and users who have viewed cloud content, exhibiting signs of interest and research, and we construe where they are in the buying cycle. We take those users as they are generating impressions across the IDG TechNetwork, which has 270 sites in it, and monitor those impressions as well.”
Target Scale then layers on the third party data, looking at company size, industry and purchase intent.
Pricing is generally an extension of the awareness programs already in place for clients, as a specific percentage of client buy is put toward IDG’s owned and operated sites. Now, clients will be able to extend their budget onto the rest of the IDG TechNetwork.
“The goal is lift their SEO search and retargeting—a lot of research shows this helps in that effort. People want to efficiently extend their programs, and both of these programs do that,” says Glynn. “They’re paying premium CPMs on our site, but its common knowledge that ad networks have lower CPMs than premium sites. We’re able to bring the two together to offer a really effective program.”
