India.com, the digital media joint venture between Penske Media Corp and the Essel (Zee) group, has launched iReach, a data management platform that allows advertisers to target audiences on the basis of their activity. Other Data Management Platforms operational in India include adcenter from Times Internet, Xaxis from GroupM, and Adadyn (previously Ozone Media); SVG Media also had a similar service called Precision Match.
Data Management Platforms allow organization of users on the basis of their interests, which can be gleaned from their consumption of content, and hence allows context specific advertising targeting. iReach claims a reach of 40 million unique users, with first party cookie data aggregated from across the India.com group of websites, which includes: BGR.in, Bollywoodlife.com, TheHealthSite.com and India.com. This base of cookies is categorized into over 300 categories, including computer & technology, food & beverages, travel, automobiles, sports, shopping, finance, business & money, health buffs etc, and integrates with an adserver to allow advertisers to target them.
India.com has integrated with the Google Display Network, and is in the process of tying up with Facebook Exchange, which will allow advertisers to target users across these networks, using the cookie data from iReach. “If 100 people came in one month, and data set gets created: for two months, it will be 100 plus 100 minus the overlap. You can target users even if they don’t come to your site in the next month, if you’re integrated with GDN. The wider the base, the higher our chances of finding those audiences,” India.com COO Sandeep Amar told MediaNama. From a privacy perspective, MediaNama readers should note that the cookies have no expiry date (so, clear your cookies regularly please).
On Data Management Platforms and iReach
– On DMP adoption in India: “We are setting up private auctions for data inventory for both India and outside India on Rubicon platform, but we have higher expectations from outside India, where there are more takers. In Europe and US, majority of the display advertising is happening on the DMP side. The challenge in India is that the Indian advertisers have still not taken on display DMPs. The next 6-18 months should see much more happening on this front.”
Updates: Added details of what constitutes third party and second party data, and corrected incorrect information regarding Taboola and Outbrain collecting and sharing cookie data with advertisers.
– India.com is an advertiser with MediaNama this month. It’s website BGR.in is potential competition for MediaNama since it also covers technology news.
– Times Internet is an advertiser with MediaNama.