Flipboard Launches Interest Collectives for Ad Targeting

Social community magazine platform Flipboard has launched a solution called Interest Collectives, to help brands reach millions of people based on their specific interests - starting with travel and technology.

Flipboard is a web site through which users can create their own print-style online magazines using content from the Internet - with articles, videos, podcasts and products recommended for enthusiasts, by enthusiasts. The new Interest Collectives build on the ability of advertisers to connect with audiences in contextually relevant ways through Flipboard's Interest Graph, informed by the platform's 30,000 topics and indexed with machine learning algorithms based on content from more than 4,000 publishers.

Flipboard's new Travel and Tech Collectives bring together select content from its curators, creators, e-mail newsletters and relevant publisher partner sites, in order to create engaged audiences at scale around a single interest. With the Travel Interest Collective, the audience of Flipboard's travel destination is combined with visitors to travel sites such as Explore, Fodor's and Frommer's, helping brands connect with people who are looking for destinations, attractions, travel-planning advice and places to stay. Similarly, the Tech Interest Collective attracts an audience that's interested in all things tech, including gadgets, AI and startups, on Flipboard and partner sites such as 9to5Mac, Digital Trends and VentureBeat.

CEO and cofounder Mike McCue (pictured) says the new solutions should 'help brands reach individuals united by common interests, with high intent, and actively seeking to learn, share experiences, and form opinions about brands, products, and services', both on and off the Flipboard platform.

Web site: www.flipboard.com .

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