The Economist Group brings cookie-free ad network to Asia

The Economist Group is bringing its Ideas People Media online ad network to Asia. Originally launched in the US in 2010 and the UK in 2012 respectively, Ideas People Media is a platform that aggregates audiences based on a psychographic rather than a demographic makeup. It is also the only ad network to reject the use of cookie-targeting as the sole means to reach an affluent and highly desirable audience. "Online advertiser cannot rely exclusively on cookies to reach their target audience," Ashwin Sridhar, VP and head of Ideas People Media, said in a statement. "Context and audience are key to effective advertising. Editorial relevance and quality should be at the core of any audience buy. Publications attract readers of a specific mindset and interest. Therefore, selecting the right publications is the best way to get the right audience. Our list of hand-picked, award-winning publishers forms the basis of audience buy through Ideas People Media." The Economist Group said Ideas People Media will enable advertisers in Asia to easily reach at scale an audience of “Ideas People”; individuals that are intellectually curious, opinionated, influential and passionate about Business, Globalisation, Innovation and Culture. While The Economist is a key destination for “Ideas People", it is not the only one. Publishers in Ideas People Media, including South China Morning Post, Nikkei Business and The Asset from Asia, create award-winning editorial content that speaks directly to this mind-set, creating a highly-engaged environment. Members of the network are hand-selected and each of the member sites is a destination for global analysis, intelligent discussion and debate, a place where “Ideas People” go to share information and to become better informed. Ideas People Media is an answer to marketers who segment and define their target audience not on pure socio-demographics criteria but on personality attributes.