B2B Audience Targeting
Reaching precise B2B Tech Audiences online is difficult and expensive. IDGTN in partnership with Bizo solves this problem. Our combined offering extends your brand across the IDG tech network of sites and more efficiently targets qualified B2B tech audiences.
Based on our contextual segments, users across our networks are cookied whenever they visit a site in the IDG Tech network. This snippet of code identifies that user as having visited one of our contextual segments. Then, over time, our system records the frequency of visits by that user to that specific segment.
Once a certain threshold is reached (3 times per week, 5 times per week, 10 times per week), that user is classified as a low, medium, or high intensity person in that segment.
Once classified, that user can be targeted throughout the IDG Tech network, regardless of the content he or she is viewing.
We have created contextual segments based on our 40 tech vertical categories. Each segment was created by taking 50 to 100 authoritative web pages on the vertical subject and running them through our semantic engine.
This process takes into account the frequency and position of specific keywords in order to gain some insights into how they relate to the vertical. For example, “Server” could belong to the Hardware, Datacenter or Developer categories. However, by recognizing that a page has “Server” along with “Energy Efficiency”, “Scalable” and “Corporate Clients’ our system will correctly classify that page in the “Datacenter” contextual segment.
Rather than relying on just keyword matches, this semantic analysis yields much more successful results and enables very accurate audience segmentation/ targeting.