Pop Culture Ad Targeting? ReedPop Makes It So

US- and UK-based ReedPop, known for its pop-culture events and journalism, has launched an audience targeting platform called ENGAGE, promising in-depth user insights across its community of digital and in-person customers and accurate targeting of pop-culture fans worldwide.

ReedPop says it worked with software firm Permutive to create a privacy-first platform, fusing data from attendees of its live events with rich data sets from its international digital media brands in videogames, comics and tabletop. Its titles include Digital Foundry, Eurogamer and Rock Paper Shotgun, while its portfolio of events takes in the likes of New York Comic Con, PAX, MCM and EGX. The new platform combines passive and active data including content consumption, data from targeted user surveys, ticket sales and interaction with physical stands and signage.

The product taps in-house content platform, Brockman; global ticketing platform Atlas; and its survey tool Apester, which captures both broad sentiment and product-specific insights. Already launched with first-party data from its core gaming and pop culture brands, it will expand over the coming months to include additional audience insights from web sites and events including gaming event E3, to be held at the Los Angeles Convention Center in June next year.

Dan Robinson, Group Vice President of Sales at ReedPop comments: 'Our brands have always attracted the most dedicated fans around the world - the communities on our websites and the audiences at our live shows have proven that time and again, in the value they deliver to our clients. ReedPop ENGAGE means we can back that up with granular, in-depth data that shows how our users stand apart, and enables us to target bespoke audiences that deliver unique, proven campaigns for our clients'. Permutive co-founder and CEO Joe Root adds: 'First-party data strategies like the ones employed by ReedPop ENGAGE uniquely capable of activating audiences at scale responsibly. As we look toward a future that's privacy-forward and doesn't rely on third-party cookies, partners such as ReedPop, who can safely bring together an ecosystem of audiences, are poised for tremendous success'.

The firm is online at www.reedpop.com .


ReedPop hosted a first 'Star Trek: Mission Chicago' event in the Spring, and we suspect that's where the platform gets its name.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.