The more publishers know about their audiences, the more enhanced the experience for their visitors, and the better placed they are to deliver a well-defined, engaged audience to their advertisers, says the company. When you know how audience profiles change from page-to-page, and how audiences move through the site, you can personalise content for the readers, thereby improving relevance. The greater the relevance, the greater the engagement – in both editorial and advertising.
The new solution allows advertising channel media owners to generate data-driven revenues by collecting first party data and enriching it with segmentation to enable prediction and customisation capabilities to their advertising properties.
David Montgomery, CEO Ingenta, said: “The digital advertising world is evolving at pace. Media buyers are no longer content with buying ‘clicks’ and now want to buy ‘audience’. We are excited about the Enreach partnership, as we believe by adding in programmatic buying capabilities into Ingenta Advertising, we are in a unique position. Ingenta can now provide a cloud/SaaS based solution that fully caters for campaign selling across print & digital advertising.”
Kimmo Kiviluoto, CEO and Co-Founder of Enreach, added: “We’re delighted to work with Ingenta Advertising. We share a common understanding of the challenges facing those selling advertising space based on audience demographics and those seeking to reach specific audiences. Ingenta Audience powered by Enreach, meets those challenges.”
