Bloomberg Media is developing its own advertising platform, called Bloomberg Iris, joining a growing list of publishers devising an in-house solution to ad targeting rather than relying exclusively on third-party solutions.
“Premium publishers find themselves in a situation where we are in a dual-revenue stream business,” says Julia Beizer, global head of digital at Bloomberg Media, who adds that publishers must support both the subscription side and advertising side of the same business. “What matters to both of those is our audience: that we’re respectful of our audience--and that we know who our audience is is important more than ever,” she says.
To help meet those expectations, Bloomberg Iris works by grouping information from signed-in subscribers into four broad categories: behavioral, contextual, personal and research data. Iris then processes this information to build deep insights of its audiences, something it currently nicknames, “contextual plus.” Iris creates segments that can be made available to all of Bloomberg’s direct or programmatic guarantee clients through the way they traffic and set up their campaigns, says Beizer.
The company says Iris does not use any information from its base of Bloomberg Terminal subscribers. (Terminal subscribers that log into Bloomberg Media properties are treated as “new” users by Iris.)