Flipboard is going to open up its data to enhance ad targeting on its platform.
“Curation, reader behavior, and social data together with Flipboard’s powerful Topic Engine, which understands the content of articles, are the key elements of the social magazine’s new Interest Graph Targeting,” according to Flipboard’s announcement this week.
According to the media juggernaut’s formal release, this particular launch signifies a “next phase in Flipboard’s advertising business.”
In short, advertisers can now ramp up the relevancy of their full-page ads, promoted stories or videos by virtue of placing them near related stories and connected with readers more inclined to be attracted to the ads.
“Flipboard is well known for beauty and design, which is reflected in the presentation of content as well as advertising. We combine this beauty with ‘brains’: our deep understanding of the intricate connections between people, content and interests through our Interest Graph,” said Mike McCue, Flipboard’s CEO. “The Interest Graph powers content discovery on Flipboard and now, we’re opening it up to our brand partners who want to get their messages in front of their audience in the right context as well as in the right mindset.”
According to the company, Interest Graph Targeting combines the best of two worlds: contextual advertising and behavioral targeting — and without the downsides.
“Instead of targeting individuals based on cookies and tracking them across the Internet, which is not a viable option on mobile devices, Flipboard’s Interest Graph lets brands reach people based on billions of stories per month across thousands of publishers including the top premium publishers that users are reading, sharing, curating, liking, and discussing,” the company concludes.
Flipboard’s ad data has historically shown strong performance when brand ads and branded content were aligned with relevant interest channels.
For example, a retirement fund targeting financial topics or an airline targeting different travel destinations can avail themselves pf Flipboard’s Interest Graph, which automatically knows all the related relevant topics.
“We can go beyond the keyword to find like-minded people in broader contexts that will resonate with an advertiser’s brand narrative,” said Dave Huynh, head of ad product at Flipboard.