Break Media Sees Data as Display’s Savior

Male-centric Break Media is betting on data to enhance its display advertising business.

The company, which manages sites such as, MadeMan and Chickipedia, has inked separate pacts with BlueKai, which aggregates in-market shopper data for brands, publishers and ad networks, and eXelate, which manages an exchange for behavioral targeting data.

Break will leverage both companies’ data to offer its advertisers the ability to target more specific, narrow audiences — including audiences that are intent on shopping for or purchasing specific products.

“These partnerships, combined with the size of our network and the breadth of our ad offerings, will ensure that Break’s advertisers will be able to reach as much of their intended audience as possible, and do so with maximum efficiency and effectiveness,” said Andrew Budkofsky, Break’s evp of sales and partnerships.

With these deals, Break joins a growing number of online media companies turning to outside vendors that specialize in layering audience data on top of a site’s data with the promise of delivering the right ad to the right users. The approaches vary, as publishers experiment with blending offline shopping data, online cookie data and data from companies that claim to be able to find “look-alike” users based on modeling technology. For example, MTV Networks recently signed a deal with the analytics firm Quantcast to bolster its online video ad sales.

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