Hightouch and Independent Media Partner to Enhance Audience Data Activation
· 3h ago · Originally reported by MarTech Series
Hightouch has partnered with Independent Media, publisher of The Independent, to help the publisher connect its reader and commercial data to marketing tools. This collaboration aims to improve audience targeting for advertising and support affiliate and e-commerce initiatives.
Why it matters
Connecting first-party data to marketing platforms enables publishers to offer more targeted and valuable advertising, which is increasingly important as privacy rules limit third-party data use.
Explain it like I’m new here
It's like a store using its customer list to send better coupons, so ads feel more useful to shoppers.
Read the original at MarTech Series
Terms in this story
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
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