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Mike Fletcher 

Bauer Media launches Illuminate ad platform

Bauer Media launches Illuminate ad platform

Bauer Media has launched a targeted advertising solution, using first-party data from its publishing and radio websites.

Bauer Illuminate offers advertisers the chance to buy digital consumers across four audience segments, based on data from Grazia, Parkers, MCN, Mother & Baby, EMPIRE, Magic Radio, KISS and Absolute Radio.

The first available group of curated audience segments are Auto Intenders, Entertainment Enthusiasts, Fashion & Beauty and Parents & Families.

In addition to knowing exactly which audiences advertisers are targeting, Bauer Illuminate also guarantees that ads will be placed within high-quality, safe content with no chance that ad placement could harm brand equity.

Plus, with real-time targeting, Bauer Illuminate allows brands to reach customers at a time when they are most likely to respond, therefore optimising effectiveness and increasing ROI.

Elliott Donnelly, head of programmatic, Bauer Media said: “Advertisers will have access to a high-quality content environment where data is protected and respected, and safe. It is accountable and transparent so our advertisers will be able to know who their advertising is reaching, where it appears and what the outcomes of that advertising is in terms of results and effectiveness.

“The launch highlights Bauer’s ongoing desire to find a long-term, scalable new digital currency for targeting and measurement and we look forward to working with our industry peers across the ecosystem to deliver and improve first-party data-led solutions.”

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