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Bonnier News Brand Studio is launching a new platform designed to make it easier for advertisers to reach their target audience with tailored content. Using technology that combines a CMS with an ad server, advertising campaigns can be automatically adapted to readers’ interests, location, and demographics.
After many years of developing leading advertising solutions in close dialogue with the market, Bonnier News Brand Studio now plans to take native advertising to the next level. This autumn, a new automated workflow will be introduced, where the CMS and business-driven algorithms work together, prioritising the needs of both readers and advertisers.
– “Our new platform is built to deliver relevant, engaging, and customised content – in real time and in the right context. We can now align advertisers’ needs with readers’ interests and demographics,” says Dilem Güler, Business Development Manager at Bonnier News.
Unlike traditional solutions, where content often becomes interchangeable and impersonal, the new technology enables a higher degree of personalisation. The platform connects advertisers’ audience targeting with data from Bonnier News’ CMS.
“We give advertisers the ability to reach exactly the right readers with the right message, while safeguarding the reading experience and journalistic craft. Quite simply, we’re ready to meet readers with personalised native content,” says Caroline Swärd, Head of Operations at Bonnier News Brand Studio.
This autumn, selected companies will be invited to test the service together with Bonnier News Brand Studio.
“We know there are many companies that want and need personalised content. We now look forward to working with a few selected clients to develop this service and to share both experiences and opportunities for growth,” says Caroline Swärd.
The new service aims to give advertisers better opportunities to reach the right audience at the right time, while also challenging the industry’s outdated working methods and pricing models.
“Our clients and media agencies are asking for better segmentation, more data, and the ability to meet the market more intuitively. That’s where we’re now stepping up, taking the lead, and challenging the market with innovative and smart native solutions,” says Caroline Swärd.
