The Economist is working with its advertisers on how to use its subscriber and registration data to inform a brand’s campaign-targeting objectives whether across The Economist’s properties or not.
Jessica Davies of Digiday writes,”In some cases, that involves matching Economist data with a marketer’s data to identify potential prospects, after which the publisher will create custom prospect pools for that client. Ads can the run across Facebook and other platforms, as well as other news outlets, according to Stephane Pere, chief data officer at The Economist Group.
“‘We already trade our audiences on other platforms via our extended network, which was a simple pivot. This is the next iteration, where we can help brands manage their own retargeting. We can share audiences with each other and create bespoke targeting,’ said Pere. A couple of initial tests have been run with existing clients, though Pere said it was too early to reveal specifics. The team is also yet to figure out a commercial blueprint for the offering, but the aim is to form more of these data-driven partnerships with clients, and provide extensive campaign optimizing and reporting, he added.
“The publisher already offers brands off-site targeting for branded content campaigns created by The Economist’s in-house team. But this would be for all a brand’s activity, regardless of which entity created the content.”
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