Media News

Bloomberg is providing data about its readers to advertisers

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.”

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.

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