Sift Media, publisher of such websites as Accountingweb.co.uk and HRZone.co.uk, wanted to use data to create better experiences for the reader and better results for its advertisers. It found its technology match in Cxense, which offers audience data management and analytics geared to the publisher.
“It was the first solution [we came across] that came from a publisher perspective, and not an advertising perspective,” said Ian Robins, head of marketing for Sift Media.
Cxense wasn’t even among the top two finalists during Sift Media’s year-long search for a data-management platform (DMP), said Robins. But when the team finally met Cxense, it was impressed by the platform's ability to apply audience insights to both user and advertiser experiences on its properties. The team was sold and started implementing Cxense about two months ago.
The team started with two initial goals: “First, being able to deliver relevant content to each individual based on what they do on the site. Second, understanding our anonymous audience more, so we can develop a highly targeted advertising strategy that will give our advertisers better results,” Robins said.
On the reader side, Cxense supplies content widgets designed to facilitate deeper engagement with Sift Media content. Based on a viewer’s reading history, it will surface articles that fit with the reader profile, or are logical follow-ups to the story being read. It can also create modules that show top stories.
“Right now, our sites are more interruptive. We want to clean up our sites to create a smaller, more compelling environment. For the brands we work with, that’s a more effective way for them to get higher conversions,” Robins said. In some cases, that will even involve removing ad slots to give a cleaner, less cluttered experience for the reader. (more…)