Ividence enables publishers to monetize efficiently one of their most valuable assets: their newsletter.
Newsletters have increasingly become a strategic platform, offering a direct access to readers with no middle man. Over the last 3 years, major US and EU publishers, incl. The New York Times and BuzzFeed, have expressed a growing concern re: their dependency on FB & Google. They’ve decided to grow their own audience by (re)launching a newsletter programme.
Buzzfeed for instance is enjoying a tremendous success in terms of newsletter efficiency. It has become their second source of incoming traffic, just behind Facebook. The Morning Briefing newsletter published by the New York Times has more than 1.3 million newsletter subscriptions with a 60%+ open rate.
Newsletters are a strategic referral channel for our publishing partners, generating 50+% of the inbound traffic for some of our most newsletter savvy clients.
So far, though, newsletters have been hard to monetize, poorly served by mass advertising approaches. Ividence has developed a platform exclusively focused on the monetization of premium newsletters, generating unparalleled CPMs through its state-of-the-art people-centric targeting engine.
The technology pioneered by the company makes it very easy to insert display and/or native ad creatives in any template, using a simple tag, which triggers on the fly the rendering of a unique message that can be personalized for each and every recipient, leveraging the targeting power of the ultimate deterministic cross-platform identifier: the email address.
The combination of email-based people-centric targeting and advanced programmatic techniques (incl. real time bidding) opens up a wide range of use cases, at the crossroads of adtech and martech: marketing automation (for acquisition or retention purposes), retargeting (incl. abandoned cart recovery), time-sensitive advertising,…
Instead of broadcasting the same message to the whole list of newsletter subscribers, ividence makes it possible to generate a unique creative for every single reader, which significantly improves the impact of the message, i.e. the average revenue per user (eCPM).
It’s a win-win-win situation: a better UX for the reader, more efficiency for the advertiser and higher revenues for the publisher. Moreover, newsletters expand publishers’ inventory without increasing the advertising burden on the users.
ividence offers the first full stack solution SSP / adserver specifically developed for the email newsletter. The company currently serves 50+ publishing partners reaching 20M+ unique readers on a monthly basis. Here are some of our publishers: Prisma Media, M6 group, GMC Media, 20 Minutes, Altice, Roularta Media Group, Axel Springer, G+J, Spiegel, SDOne, MediaHuis.
CEO: Eric Prigent
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