IAC Launches Ad Network With Spun-Off Brands
ADOTAS — Barry Diller’s IAC/InterActive Corp. may have kicked five blue-chip brands to the curb by breaking them up into five different entities, but he still plans to keep them in his pocket through an online advertising network. (The IAC reportedly hopes to watch its CPMs spike from an average of $1.50 to up to $7 by selling ads across companies within the five business units).
The company announced that the new network will handle inventory across a portfolio of 26 IAC-owned properties – from Evite to Citysearch – including the brands that Diller and Co. decided to spin off last year.
Ad inventory across the five companies – Interval International, HSN, Ticketmaster and Lending Tree – will be sold together after the official breakup. The network will be run by Rich Stalzer, IAC Advertising Solutions president.
IAC/AS will offer nine “Audience Cubes,” giving interactive advertisers the ability to target various audience segments. (The cubes include 18-34 year olds, affluents, active shoppers and parents).
“In today’s fragmented media environment, it’s increasingly difficult for brands to implement an effective strategy for reaching quality audiences at mass scale,” said Stalzer. “By and large, advertisers must choose between quality sites and audience reach. With the launch of Audience Cubes, they no longer have to.”
IAC/AS reaches one in three Internet users across its portfolio of brands.
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