Home Analytics PopSugar Insights Keys In On Core Audience

PopSugar Insights Keys In On Core Audience


Rob McLoughlin, PopSugar InsightsWhile publishers have been getting deeper into the integrated marketing business, female-focused celebrity news and pop culture media platform PopSugar is trying to go one step further by starting an analytics business.

PopSugar Insights’ ambition is to become a daily repository of data and trend analysis of women 18-40, the company’s core audience, said Rob McLoughlin, who previously served as SVP of consumer insights at SpinMedia and who was brought in this month to run PopSugar Insights.

“Traditionally, researchers have always focused on publishing their findings and waited for users to come them and find it,” McLoughlin said. “We’re taking a different approach. We want this to be a day-to-day resource that gets shared and talked about, allowing anyone to see what trends are emerging against a variety of verticals.”

PopSugar Insights gathers data from viewers of its main line of business, entertainment content, as well as search engine shopping portal ShopStyle. It will layer that first-party data with analytics from its main partner, market-research company Ipsos.

“The scale and access to PopSugar’s internal data and external data with Ipsos, was a combination that, if we get it right – and I think we’re going to – can have a significant influence on marketers and agencies that want to learn more on how to reach women,” McLoughlin said. “As PopSugar Insights develops, we expect to include more analytics from other vendors and researchers.”

The debut of PopSugar Insights comes as the entertainment content company is trying other ways to expand its reach to marketers and consumers. Last week, it acquired a photo storage technology provider Pict. Billed as a way to create a virtual “storefront” for ecommerce marketers, Pict is being folded into PopSugar’s main content site as well to the company’s ShopSense as an added service to its affiliate marketers.

And while PopSugar Insights tries to position itself as general font of marketing information about women, PopSugar itself has been working with data-management platform (DMP) BlueKai on research related to mobile data collection, particularly around cookie restrictions and geolocation.

Must Read

It’s Open Season On SaaS As Brands Confront Their Own Subscription Fatigue

For CFOs and CEOs, we’ve entered a kind of open hunting season on martech SaaS.

Brian Lesser Is The New Global CEO Of GroupM

If you were wondering whether Brian Lesser was planning to take some time off after handing the CEO reins of InfoSum to Lauren Wetzel last week – here’s your answer.

Comic: S.P. O'Middleman's

TripleLift CEO Dave Clark Abruptly Exits After Setting The SSP On A New Trajectory

Dave Clark, who’s led TripleLift for the past two years, is stepping down, effective immediately, and is being replaced by a coterie of TripleLifters.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
shopping cart

Moloco Invests In Its Competitor Topsort As The Retail Media Stakes Go Up

Topsort can lean into Moloco’s algorithmic personalization, while Moloco benefits from Topsort’s footprint with local retailers in the US and in Latin America.

CDP BlueConic Acquires First-Party Data Collection Startup Jebbit

On Wednesday, customer data platform BlueConic bought Jebbit, which creates quizzes, surveys and other interactive online plugs for collecting data from customers.

Comic: The Showdown (Google vs. DOJ)

The DOJ’s Witness List For The Google Antitrust Trial Is A Who’s Who Of Advertising

The DOJ published the witness list for its upcoming antitrust trial against Google, and it reads like the online advertising industry’s answer to the Social Register.