Independent News & Media (INM) has launched a new artificial intelligence-powered marketing tool that helps advertisers optimize their advertising campaigns on group websites.
Called INM Audiences, the media group has partnered with the Dublin-based data science company HeyStaks to bring marketers an innovative approach that optimises the campaigns in a way that dynamically reaches more relevant audiences and promotes improved performance. INM Audiences uses artificial intelligence (AI) to automatically identify the intent of a person in any online context, including time, location and device.
According to Declan Fahy, head of digital sales, INM: “This first-party ‘intent’ data is gold dust for marketers: it contains valuable signals that indicate the likelihood of a person to be in the market for specific products or services. Using artificial intelligence to identify audiences with relevant intent ensures readers see only ads that speak to their specific intent and preferences, while delivering advertising performance that creates unique value in the market.”
According to Fahy, those advertising with INM titles can access the real-time ability of AI marketing to ensure their message remains timely and relevant to the most engaged audience.
With “intent data” it is possible to create highly engaged audiences to drive higher performance for display advertisement, increase views and engagement with native advertising, provide an alternative to Google and Facebook as sources of high quality intent data, and improve key metrics around any desired action, he says.