Emedia vitals reports that as audience data becomes an increasingly valuable commodity in the digital advertising ecosystem, premium publishers are looking for ways to leverage their “first-party” data into new products and services, including re-targeting.
“Giving advertisers more depth into the audience is the wave of the future for publishers,” said Kass Dawson, VP of product development with Jumpstart Automotive Group, a marketing services division of Hearst that serves the automotive industry. “Some publishers can just sell the data, but they’re losing out on the bigger revenue opportunity to provide their expertise and knowledge of the audience.”
Jumpstart Automotive, which Hearst acquired in 2011 as part of its purchase of Hachette Filipacchi Media, partners with 14 online publishers including Car and Driver, JDPower.com and Road & Track. Jumpstart provides ad sales and ad operations across the brands, as well as intrasite and offsite targeting programs.
“We want to be a strategic partner and not just sell the data [to advertisers],” said Dawson. “This is our audience, and we want to be involved to help them understand who the audience is.”