Marking the next step of its ongoing strategy to expand its digital capabilities and deliver audience-based opportunities, the data management platform will provide advertisers access to first-party data gathered from Bauer’s digital environments across its Bauer sites, including both publishing and radio brands.
According to Bauer Media, the new offering is reflective of changing market dynamics as first-party data becomes increasingly important to brands, as reliance on third-party data continues to decrease in the move to a future cookieless world.
In the initial phase, advertisers will be able to buy Bauer’s digital consumers across four key audience segments based on their online behaviour, collecting data from Bauer brands including Grazia, Parkers, MCN, Mother & Baby, EMPIRE, Magic Radio, KISS and Absolute Radio. The first group of curated audience segments that will be available are Auto Intenders, Entertainment Enthusiasts, Fashion & Beauty and Parents & Families.
In addition to knowing exactly which audiences they are targeting, Bauer Illuminate ensures advertisers that they know where their advertising will appear and can guarantee that ads will be placed within high-quality, safe content with no chance that ad placement could harm brand equity, says Bauer Media. Plus, with real time targeting, Bauer Illuminate allows brands to reach customers at a time when they are most likely to respond, therefore optimising effectiveness and increasing ROI.
Clare Chamberlain, Sales Director, Magazines, Bauer Media said: “Bauer Illuminate offers a new exclusive gateway to Bauer’s diverse and scalable audiences, drawn from a wide range of consumer lifestyles and interests powered by Bauer’s influential magazine and radio brands. Developed with privacy at its core and built using Bauer’s first-party data Illuminate was created as a solution to the increasing governmental and browser regulations and the detrimental impact it has had on marketeers’ ability to target important and valuable audiences across Bauer’s websites.”
Elliott Donnelly, Head of Programmatic, Bauer Media added: “Advertisers will have access to a high-quality content environment where data is protected and respected, and safe. It is accountable and transparent so our advertisers will be able to know who their advertising is reaching, where it appears and what the outcomes of that advertising is in terms of results and effectiveness. The launch highlights Bauer’s ongoing desire to find a long term, scalable new digital currency for targeting and measurement and we look forward to working with our industry peers across the ecosystem to deliver and improve first-party data led solutions.”
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