The Economist introduces ‘no cookies’ online ad network Ideas People to Asia

Ideas PeopleThe Economist Group is rolling its online advertising network Ideas People Media in Asia.

The publisher, which introduced the network to the US in 2010 and the UK in 2012, is promoting it as the first branding platform to aggregate an audience based on a psychographic rather than a demographic data.

It is also only ad network to reject the use of cookie-targeting as the only means to reach an affluent audience, The Economist has stated.

The Economist is not the only publisher to use with platform, with South China Morning Post, Nikkei Business and The Asset also part of the network in Asia.

Ashwin Sridhar, VP-Head of Ideas People Media said in a press release: “Online advertisers cannot rely exclusively on cookies to reach their target audience. Context and audience are key to effective advertising. Editorial relevance and quality should be at the core of any audience buy.”

“Publications attract readers of a specific mindset and interest. Therefore, selecting the right publications is the best way to get the right audience. Our list of hand-picked, award-winning publishers forms the basis of audience buy through Ideas People Media,” he said.

“Ideas People Media is an answer to marketers who segment and define their target audience not on pure socio-demographics criteria but on personality attributes,” the company claimed in a press statement.

The launch comes soon after Mumbrella reported the expansion of The Economist’s native advertising and content capabilities globally.


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