Immediate Media unveils Prism data insight platform

Immediate Media, the publishing group behind Radio Times, Good Food, Nutracheck, HistoryExtra and BBC Gardeners’ World Magazine, has launched new full scale first party data solution offering advertisers deep insight from its brands.

Dubbed Prism, the tool advances Immediate‘s commercial audience capabilities, and, it is claimed, provides unprecedented opportunities for targeting, insight, research, and performance measurement.

Prism is built on the publishing company’s relationships with more than 21 million UK users a month and its experience in the food, entertainment and knowledge sectors.

Immediate maintains the platform gives advertisers access to 100% of its premium, brand-safe inventory, enabling advertisers to reach a highly engaged and valuable audience without the challenges of unaddressable audiences or made-for-advertising environments.

It also offers a full suite of data solutions offering planning, research, insight, segmentation and measurement capabilities as well as audience and contextual capabilities benefiting from advanced targeting options, including data matching, modelling, and contextual targeting.

Advertisers will also be able to track campaign performance, measure ROI, and optimise future strategies based on valuable insights.

Immediate head of commercial data and analytics Matthew Rance said: “Prism represents a major milestone in our data capabilities. Building on our years of audience-driven digital growth and visionary thinking, Prism allows us to elevate the use of our unique first-party data so every aspect can now be leveraged by our clients.

“This rich data, integral to our brands’ success, provides an invaluable foundation for delivering personalised experiences.

“With continuing uncertainty around the fundamentals of digital advertising, first party data is of critical importance to advertisers. Prism allows us to not just respond to client briefs, providing access and insight into some of the largest and most unique audiences in the market with measurable results.”