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Leading online men’s media group, IGN Entertainment UK, has appointed in a move that will enable it to deliver highly measurable brand-building online advertising campaigns to its UK clients.

Using’s unique targeting and measurement technology, IGN’s market-leading men’s lifestyle site, will be able to offer its advertisers the opportunity to increase brand awareness, affinity or purchase intention amongst their target audience, and deliver outstanding, measurable results. They will be able to do this by enriching users’ surfing behaviour with vigorous market research.’s technology recognises the branding potential of online media; to use online ads in a more strategic way to brand build, rather than always focusing on more tactical conversion. With increased audience fragmentation across all media it is innovative technology in the digital world which is set to see the online advertising route become the most important media in delivering highly targeted brand advertising. Publishers all over Europe as well as advertisers such as Unilever, L’Oréal, or Philips acknowledge this as online becomes set to take a greater share of offline brand advertising spend in a move which will see this industry quickly mature.

IGN Entertainment will evaluate the performance of’s targeting solution on – before considering expansion to its market-leading games and entertainment site,

Adam Hopkinson, UK Commercial Director, IGN Entertainment, comments: “We are excited about working with as their technology has a proven track record in delivering online brand building campaigns for clients across Europe.  Thanks to this partnership we are able to unlock increased value for our clients,  further segmenting our audience and targeting them accordingly.”

Ben Humphry,’s Managing Director for UK and Ireland, adds: “We are very pleased to work with such an exciting brand in the UK market.

Our brand-led ad technology offers a key advantage when compared with traditional response only focused online ad solutions, which IGN has recognised. We are looking forward to working closely with them to deliver strong and highly measurable online brand-building campaigns for their advertisers.”

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