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The Economist Group brings Ideas People to the UK

The Economist Group is launching its digital ‘Ideas People’ ad network in the UK, delivering audience targeting without the use of cookies.

Launched in the US in 2010, the Ideas People Channel aggregates an audience based on a psychographic rather than a demographic and rejects the use of cookie-targeting.

The Ideas People Channel will allow advertisers in the UK to reach an audience of ‘Ideas People’ which it describes as individuals that are “intellectually curious, opinionated, influential and passionate about business, globalisation, innovation and culture”.

The network allows advertisers to reach this audience across multiple touch points including display, video and mobile advertising.

Publishers already on board include New Statesman and Prospect Magazine. The latest Comscore data showed that the Ideas People Channel has a reach of 2.5 million in the UK.

“Digital advertisers should not rely only on cookies to reach their target audience,” says Ideas People Media vice-president-head Stephane Pere. “Editorial relevance and quality should be core to 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. We do not need cookies and algorithms for that.  Our algorithm is our publisher list.”

The Economist Group chief executive Andrew Rashbass was a speaker at The Festival of Media Global 2012. For highlights from his keynote, click here.

Jenni Baker, London