SANTA MONICA, Calif.--(BUSINESS WIRE)--
Demand Media, Inc. (NYSE: DMD), a diversified internet company comprised
of several media and marketplace properties, has selected Krux, the
industry leading data management platform (DMP), as its primary DMP in
order to help deliver rich, audience-based insights and solutions to
marketers and advertisers. The Krux platform will also serve as a
repository for creating unified audiences across its media portfolio of
sites including eHow.com, LIVESTRONG.COM, Cuteness.com,
Techwalla, and Leaf.TV, and help power closed loop re-targeting and
attribution systems for its marketplace businesses Society6, Saatchi Art
and The Other Art Fair. Krux will help Demand Media further leverage
user behavior signals to identify users at each stage of a consumer’s
journey. This marks the second renewal during the partnership of the
companies.
"Although Krux was the incumbent, we evaluated all leading DMPs fairly
and rigorously and Krux was the clear standout,” said Daniel Bornstein,
Senior Vice President, Media Monetization and Operations for Demand
Media. “Krux offers unparalleled support in security, flexibility, and
product roadmap across all of our businesses. They are more than a
technology provider – they are a true business partner."
“We are grateful for the confidence Demand Media places in Krux, and
we’re honored to continue powering its breakthrough data strategy,” said
Krux Chief Marketing & Strategy Officer, Jon Suarez-Davis. “Demand Media
is an innovative publisher with a long history leveraging the power of
people data to drive more relevant consumer experiences and real
business results for its advertising clients.”
Demand Media will also utilize Krux Link, a service that powers
business-to-business data and media activation. Through Link, Demand
Media will be able to safely share its valuable and closely guarded
audiences on a 2nd party basis. Krux provides Demand Media with access
to a peer-to-peer data connections platform that will provide a secure,
transparent mechanism to monetize its consumer data assets.
Demand Media fiercely protects all data from its channels and by working
through a secure and safeguarded system such as Krux Link, it is able to
decouple this data from media buys and share it with a brand or DSP to
target on external properties. This system is integral as brands are
able to custom tailor programs and access audiences during the times
that matter most, honing their campaigns with meaningful data on their
own terms in their own systems, and allowing brands even more control to
optimize their programmatic and direct spends.
“With a majority of traffic coming from search to specific articles, we
see very high correlations between our content and the user's intent.
Krux allows us to analyze, model and deliver those audiences and
insights to advertisers,” said Scott Messer, Vice President, Content
Channels for Demand Media. “If you are searching for how to refinance
your home or the best ways to clean an oven and you land on our pages,
your intent is quite clear, and that intent has a lot of value for
advertisers, beyond just that page view. Brands should see this as a
great opportunity to work closely with high quality publisher data in
ways never possible before.”
About Demand Media
Demand Media, Inc. (NYSE: DMD) is a diversified internet company that
builds platforms across our media (eHow and LIVESTRONG.com) and
marketplace (Society6 and Saatchi Art) properties to enable communities
of creators to reach passionate audiences in large and growing lifestyle
categories. In addition, Demand Media’s custom content solutions
(studioD) and diverse advertising offerings help advertisers find
innovative ways to engage with their customers. For more information
about Demand Media, visit www.demandmedia.com.

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Source: Demand Media, Inc.