Tech Publisher IDG Embraces RTB with Data Management Platform
NEW YORK — IDG TechNetwork recently launched a data management platform to tap into the audience information it has access to as an online ad network for technology partners, says Sean Buckley, Group Director of Business Development and Strategic Partnerships at IDG TechNetwork.
Beet.TV contributor Ashley Swartz spoke to Buckley at the Beet.TV Leadership Summit on Digital Video Advertising in an RTB World about first-party data, data management platforms, and how to tie various data into buying strategies in a fragmented marketplace.
The IDG data management platform, called Tech Signals, gives brands access to the ad network’s audience segmentation data to pair that information with purchase intent. The goal is to provide more targeted and refined segmentation within the technology audiences that IDG reaches, relying on data from more than 500 sites as well as third-party data.
“Here are folks who have visited our web sites and gone to our events, and here are the data nodes and you can layer than into our premium inventory, whether through programmatic, traditional ad serving, display or video,” Buckley explains. He adds that IDG reaches 286 million tech buyers globally through its online ad network.
One of the bigest challenges IDG faces is the fragmented marketplace, given that IDG has data, video, mobile, display and other platforms, Buckley says. “It’s tough to get insight cross-platform when you’re working in a fragmented fashion,” he says, adding that IDG’s focus in the year ahead will be on whether to consolidate or to partner with another company for a more unified view of those mediums.
This Beet event took place at the Manhattan offices of GroupM and was presented by TubeMogul.
Daisy Whitney
