Unidad Editorial Publicidad launches YourROAD, a digital audience project that will allow advertisers to optimize their investment thanks to the synergies that the group has created between the most up-to-date technologies on the market. Thus, through planning campaigns based on highly qualified user profiles, YourROAD enables advertisers to better define their strategies and optimize their campaigns to achieve their objectives.
With YourROAD, Unidad Editorial Publicidad offers companies the possibility of personalising and improving the experience and perception that users have of their product. All this by using a cutting-edge technological stack made up of four partners: Permutive as DMP, based on Edge Computing technology, which allows users to be segmented based on their interests; Meaning Cloud, a powerful semantic analysis software that, using artificial intelligence, is capable of categorising published content; and finally, information enrichment technologies such as Zeotap and Qualifio, which allow users to gain deeper knowledge.
The Group, with 30 million unique users, offers companies the possibility of drawing up a complete communication strategy since, in addition to being a product in which target audiences are built with a solid scientific basis, it has a renewed qatar number data digital strategy group made up of more than 100 professionals, with extensive experience in the different stages of the conversion funnel. Now, in Unidad Editorial, advertisers have the possibility of building a relationship with their clients to accompany them from the discovery phase to the purchase phase in a path, YourROAD, built on a solid foundation of data, technology and experience.
“In our efforts to innovate and transform digital advertising, and thanks to our infrastructure, the know-how of our team, and our technology partners, we have developed a unique audience product with great added value for our clients, capable of adapting to their demands and to the continuous changes in the market ,” said Jesús Zaballa , General Manager of Advertising for the Group.
Thanks to this initiative, Unidad Editorial not only offers targeted advertising, but also allows the possibility of advertising in qualified content developed by professional journalists and positioning itself only in content related to its own brand. In this way, the advertiser is certain that the advertising is in one of the media with the longest visit time and is assured that the campaign complies with the strictest privacy requirements. In short, following the most appropriate “path” to achieve success in digital media.
For Tacho Orero , Director of Product Strategy and Digital Advertising Transformation at Unidad Editorial, the situation is unique: “84% of Spanish Internet users regularly access our content, a safe and prescribed environment that generates very long exposure times. This is a great coverage of enormous value that allows us to segment our audiences with the aim of offering the right advertising to the right people, guaranteeing our
For his part, Felipe Moreno , project leader of YourROAD, believes that “this initiative is not just a data or audience project: it is a commitment to technology, to the future of digital communication, to the most qualified staff, in short, to position the leading publishing group as one of the Future Ready Companies, companies capable of quickly adapting to the w