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Digital publisher announced the launch of iReach -- an innovative Data Management Platform with 40 million unique users, powered by first party cookie data. iReach collects, organizes and activates valuable audience data from group of websites and mobile platforms. The platform aims to create specific audience segments with its first party cookie data, so that advertisers get guaranteed audience targeting for their media campaigns on the IWPL network.

The platform will empower advertisers to specifically target over 40 million users, categorized into 300 plus audience categories. While advertisers will be able to choose segments based on these specific pre-curated categories, iReach will also empower them to create custom audience segments to meet the unique targeting requirements of their brand.  Some of the major audience segments are computer and technology, food and beverages, travel, automobiles, sports, shopping, finance, business and money, health, etc.

Commenting on the launch of the platform, Sandeep Amar, Chief Operating Officer, said, “The display revenues are moving into data across the world, first party cookie data is creating great value for clients. The current buying in India is happening at site level to reach desired target audiences, which is not a very scientific process. The first party cookie DMP is the best option as it allows you to target audiences, which are potential buyers of your products/services. Third party cookie data cannot be trusted as it does not have a clear source, high quality publisher DMPs are clearly the best options. iReach will allow advertisers to reach out to right target audiences on sites, Google Display Network and FB exchange – so now target users rather than target sites.”

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