Ahead of the introduction of GDPR, Packed.House, the digital media company has launched a new campaign called The Power of ‘Now Marketing’ aimed at informing brands and media agencies about its GDPR strategy and its new GDPR-compliant ad products. The messaging centers around the effectiveness of real time ad placements by actively analysing and interpreting ‘right-now’ contextual signals.
Packed:House was launched earlier this year after acquiring sites including Entertainment.ie, Beaut.ie, FamilyFriendlyHQ.ie and creating TheSportsChronicle.com. The media company also represents a number of other media brands including Rollercoaster.ie, BBC.com, VICE.com and Ultimate Rugby.
“Powered by premium ad technology, the operations team at Packed.House are the drivers of this new initiative,” says Micheal Scully, COO of Packed:House.
“Leveraging the highly segmented nature of our network we are massively expanding our Contextual Taxonomies with over 200 audience behaviors that meet every type of advertiser need. In addition, Smart Placement is our new machine learning contextual ad product. This product uses our huge reserve of historical aggregated data and plugs in ad ops expertise, machine learning and in campaign surveys. Initial test campaigns have been highly encouraging,” he adds.
“We take reader data privacy seriously. There is a mutual trust and respect that exists with well established sites and their readers. Consider Rollercoaster.ie, there are over 200,000 Mums and Dads logging on every month in the Discussions Forum, contributing to threads, reading peer to peer advice, supporting each other. These parents trust and respect the environment, and we must return the favour. It isn’t an idealism at Packed.House, it is our reality,” adds Aine Hegarty, Chief Content Officer of Packed.House.
According to Richie Kelly, CEO, Packed.House: “GDPR is good for publishers who have always respected its readers, and we have. With twenty years of publishing equity, we have been doing this a long time. We have been out with the major agency groups this month, communicating our approach to GDPR regulation and the GDPR-compliant ad products we have built to make planning media with Packed.House trustable, safe and effective.”
