India.com rolls out first party data management platform iReach
iReach aims to create specific audience segments with its rich first party cookie data, so that advertisers get guaranteed audience targeting for their media campaigns on the IWPL network
India.com, a digital publisher, has announced the launch of iReach, a data management platform with 40 million unique users powered by first party cookie data. With its data management platform, iReach collects, organizes and activates valuable audience data from India.com group websites across the web and mobile platforms.
iReach aims to create specific audience segments with its rich first party cookie data, so that advertisers get guaranteed audience targeting for their media campaigns on the IWPL network (India.com Web Portal Private Limited).
The platform will enable advertisers to specifically target over 40 million users, categorized into 300 plus audience categories. The advertisers will be able to choose segments based on these specific pre-curated categories, iReach will also enable them to create custom audience segments to meet the unique targeting requirements of their brand. Some of the major audience segments are: computer & technology, food & beverages, travel, automobiles, sports, shopping, finance, business & money, health buffs etc.
“The display revenues are moving into data across the world, first party cookie data is creating great value for clients. The current buying in India is happening at site level to reach desired target audiences, which is not a very scientific process. The first party cookie DMP is the best option as it allows you to target audiences, which are potential buyers of your products/services,” said Sandeep Amar, Chief Operating Officer at India.com.
“Third party cookie data cannot be trusted as it does not have a clear source, high quality publisher DMPs are clearly the best options. iReach will allow advertisers to reach out to right target audiences on India.com sites, Google Display Network and FB exchange – so now target users rather than target sites,” he added.
