IPC Electric has brought in internet marketing agency Engage to
ensure that it squeezes maximum advertising revenue from its websites,
starting with the women’s site BeMe.com.
BeMe will use Engage’s AdBureau ad serving technology, which matches
online ads to the correct editorial environments and reports the numbers
of visitors to sites.
IPC Electric advertisement manager Neil Perkin said: ’Effective
reporting is an issue in the industry and AdBureau allows us to be as
accurate as possible.’
AdBureau also tracks users online to build up a detailed picture of
their interests, allowing IPC Electric to present a clear profile of
BeMe’s audience to potential advertisers.
While other online agencies offer similar ad serving technology, Engage
had a foot in the door at IPC as a result of its work with the
publisher’s other websites, NME.com, YBW.com, Uploaded and
Engage international vice- president Peter Chaplin stressed the
sophistication of the AdBureau tool. ’We know not only how many people
come to a site, but what their interests and attitudes are outside the
world of the internet.’
Engage has a global database that contains more than 52 million online
BeMe is the second site to be launched under the IPC Electric umbrella,
following the debut of UnmissableTV last year.