Enables Advertisers to Target Over 40 Million Technology Buyers per Month
NEW YORK – Ziff Davis, one of the nation’s leading technology media companies, launched Ziff Davis BuyerBase™, an ad targeting platform that analyzes real-time, anonymous data every month from more than 40 million buyers seeking tech products and services.
BuyerBase is the first ad targeting platform focused entirely on the tech category and among the most ambitious efforts by a publisher to capitalize on audience data. BuyerBase collects, scores and analyzes data from more than 100 tech content and commerce sites, including Ziff Davis’ owned-and-operated properties as well as BuyerBase-partner websites, that buyers regularly consult prior to making a purchase. The platform focuses on product-specific research and shopping activity, as opposed to general browsing behavior.
“As publishers, we and our partners make a significant investment in producing lab-based reviews and buying information, and the audience data we generate as a result is very valuable,” said Vivek Shah, CEO of Ziff Davis. “We believe we can utilize that data to provide greater scale, performance and efficiency to our tech advertising partners.”
To ensure consumer privacy, Ziff Davis is also one of the first publishers to comply with the Digital Advertising Alliance (DAA) Self-Regulatory Program for Online Behavioral Advertising, which is supported by industry groups including the Interactive Advertising Bureau, the 4A’s, the Better Business Bureau and The DMA. Ads delivered using BuyerBase, as well as pages on Ziff Davis’ websites, will include an icon that allows users to learn about the data collection and easily opt out of targeting. Ad and site notice will be powered by Better Advertising, the first DAA-approved provider of the consumer notice and choice program.
“By adopting standards that empower consumers to make informed choices about how their data may be used, Ziff Davis is building the trust consumers want and deserve online,” said Scott Meyer, CEO of Better Advertising. “Ziff Davis is implementing the industry best practice of both in-ad and on-site notice, ensuring that full disclosure and choice are standard.”
BuyerBase processes more than a billion buying signals each month to determine which products buyers are ready to purchase. The data is then applied to target relevant product offers to consumers as they surf the web by running targeted advertising on a range of comScore 500 sites.
BuyerBase can help marketers better understand and meet market demand while guiding consumers through the thicket of product choices in the narrow window of time they typically spend researching their options. Ziff Davis has partnered with Demdex, Inc. to power its audience management platform.
“Web publishers should pay close attention to Ziff Davis’ efforts to unlock the value of their audience data,” said Randy Nicolau, CEO of Demdex. “We believe the opportunity for media companies, advertising agencies and online retailers to harness data is significant.”
About Ziff Davis
Ziff Davis, Inc. is a leading digital media company specializing in the technology market, reaching over 40 million highly engaged in-market buyers and influencers every month. Ziff Davis sites, which feature trusted and comprehensive evaluations of the newest and hottest products, include PCMag.com, ExtremeTech, GearLog and AppScout. Ziff Davis also operates BuyerBase™, the most advanced ad targeting platform focused on tech buyers. More information on Ziff Davis can be found at ziffdavis.com.
About Better Advertising
Selected by the Digital Advertising Alliance to power its interest-based advertising self-regulatory program, Better Advertising enables a more trusted environment for everyone in the online ecosystem. It gives businesses an easy, standard way of providing evidence of compliance with industry guidelines, and consumers more transparency into, and control over how their information is used online. By empowering consumers and earning their trust, businesses build their brands, participate in IBA with confidence and generate better advertising results. For more information, please visit: www.betteradvertising.com.
Notes on the DAA and the Industry Self-Regulatory Program
Launched by the nation’s largest media and marketing trade associations: the American Association of Advertising Agencies (4A’s), the American Advertising Federation (AAF), the Association of National Advertisers (ANA) the Direct Marketing Association (DMA), and the Interactive Advertising Bureau (IAB), with support from the Council of Better Business Bureaus (CBBB), and he Network Advertising Initiative (NAI) the Self-Regulatory Program for Online Behavioral Advertising responds to the Federal Trade Commission’s call for more robust and effective self-regulation of online behavioral advertising practices that would foster transparency, knowledge and choice for consumers. The Program promotes the use of the “Advertising Option Icon” and accompanying language, to be displayed where data is collected and used for behavioral advertising. The Advertising Option Icon indicates a company’s use of online behavioral advertising and adherence to the Self-Regulatory Principles for Online Behavioral Advertising, guiding the Program. More information about the DAA and its member associations is available at: http://www.aboutads.info/
