Premium direct sales and real-time biddable display advertising … can they co-exist?
IDG Enterprise thinks so. The owner of top-tier B2B media brands Computerworld, CIO, Network World and InfoWorld announced last week (see the release) that it has plunged into the exchange model in search of programmatic ad dollars.
According to IDG Enterprise CEO Michael Friedenberg, the strategy is to couple its premium owned-and-operated brand with a data-driven strategy that addresses the audience-buying desires of advertisers. The private exchange, called IDGEx, provides for programmatic real-time bidding of visitors to IDG TechNetwork’s 500+ publisher sites — using IDG Enterprise first-party audience data fed by 8 million monthly uniques.
As AdExchanger readers may recall, way back in 2011, IDG TechNetwork enlisted the services of Admeld — before it was acquired by Google – to create the first iteration of its private exchange strategy. Google remains the provider today with Data-Management Platform (DMP) services coming from BlueKai.
IDG Enterprise CEO Michael Friedenberg discussed the strategy last Friday…