Home Publishers Condé Nast Shares How It Understands Audiences At Adobe Summit

Condé Nast Shares How It Understands Audiences At Adobe Summit


Christopher Reynolds, Conde NastChristopher Reynolds, VP of marketing analytics at Condé Nast, spoke about how the publisher is improving its audience knowledge and helping advertisers better leverage its sites, at the Adobe Digital Marketing Summit this morning.

“There is a lot of pressure from the buying side to focus more on the audiences,” Reynolds told Adobe’s Brad Rencher at the opening keynote on March 6. “A lot of that has to do with the technologies available out there to understand the audience the buy is buying for them. And publishers have to focus on who they can bring to the table.”

Reynolds spoke about today’s launch of Condé Nast Catalyst: Audience By Design, a product that brings together all the offline information the company has about its subscribers and, using the Adobe Audience Management tool (naturally), bringing that online, packaging it into 10 core audience segments, and offering that information to its advertisers.

“We think it’s really changing the real-time buying model,” Reynolds added. “We’re saying, ‘We know these people. We’ve had relationships with them for years and we understand what they like and don’t like and here’s a group of them we think would be great for your product.’ We’re adding our level of experience and knowledge to that dynamic environment.”

The 10 core audience groups include prestige pioneer (prestige beauty), big basket beauty (mass beauty), right from the runway, eclectic stylist, alpha-millennial, lovemark mom, motor maven, shopping without borders, tech-thusiast, and on-the-towners, Condé Nast explained in its announcement about the news. American Express and Nieman Marcus are the first advertisers to leverage Condé Nast Catalyst.

“This is a great move by Condé Nast that will not only go a long way to ensuring that people who use their sites are served advertising that is relevant to their interests, it will give marketers an opportunity to efficiently reach specific affinity audiences across the breadth of the Condé Nast portfolio of premium content sites,” said Louis Paskalis, VP  of global media, content development and mobile marketing at American Express, in a statement about the news.

Must Read

Comic: TFW Disney+ Goes AVOD

Disney Expands Its Audience Graph And Clean Room Tech Beyond The US

Disney expands its audience graph and clean room tech to Latin America, marking the first time it will be available outside the US. The announcement precedes this week’s launch of Disney+ with ads in Latin America.

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

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

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.