In-depth audience intelligence, deduced from both behavioural and social data, gives advertisers an insight into potential audiences, helping to improve targeting, and also the opportunity to extend advertising into Facebook. The UK will serve as a test-bed for this approach, with potential for extension to IDG’s global network.
Intent HQ’s technology captures audience data and analyses it contextually to create an ‘interest fingerprint’ of visitors that goes beyond basic demographic data to uncover their true likes, interests and affinities.
These insights will be combined with IDG’s behavioural data, for highly accurate targeting on IDG’s own properties, but also to extend the reach of advertiser campaigns onto Facebook. Profiles of the key audiences that matter for each advertiser can be identified within IDG’s data and similar audiences found on Facebook, to expand the reach to new, relevant audiences.
The first IDG brand to use this approach will be PC Advisor.