Bloomberg is opening a first-party data advertising platform, reports Sarah Sluis of AdExchanger.
Sluis writes, “‘The reason we chose to make this investment is because consumers, platforms and regulators are all indicating that the way we’ve typically done business in online advertising is not the way we are going to do it in the future,’ Bloomberg Chief Digital Officer Julia Beizer told AdExchanger.
“Dubbed ‘Audience Accelerator,’ the tool was built in house. Bloomberg created its own data lake with information about its 450,000 subscribers and 5 million registered users. The publisher uses that data for its own targeting algorithms and lookalike modeling. A few advertisers have already run test campaigns using the data.
“The Bloomberg audience data in its data lake includes self-identified info, such as job title, industry and seniority, along with people’s reading habits, and can be used to target ads on Bloomberg’s sites and for post-campaign analytics. Registered users, not just subscribers, are prompted to share this kind of information before they view content.”
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