Understanding the rates commanded by different properties and the audiences they attract is a big focus as Bonnier gets its data in order this year.
It’s brought on Krux as its data-management platform and is creating segments that will allow advertisers to access high-value audiences like “motorcycle intenders,” which will be created in part through its multiple two-wheel properties: Super Streetbike, Motorcyclist and Cycle World among them. It plans to further subdivide the group, offering to advertisers people interested in a particular make or model or motorcycle, along with details about the type of rider – like a weekend rider.
It will sell against these data segments both directly and programmatically. As more advertisers buy using data, Holzman sees programmatically finally delivering on its promise: “Just because someone is buying with your programmatically doesn’t mean they’re dying to buy to get the lowest CPM. It means they’re trying to get the right user and audience.”