Ad platform Into-it has launched a beta test this week, with the aim to connect music companies with fans who intend to buy their products.
Representatives from the music, advertising and technology industries in the US and UK will download Into-it’s Chrome browser extension and reveal the genres and artists they like, before being shown relevant ads on The Independent’s website.
Organisations who have signed up for the test include EMI and Columbia Records, Full Time Hobby, Domino, and Brownswood Recordings, as well as KOKO and Terrible*. Participating artists include Franz Ferdinand, Silverbacks, George Ezra, Bastille, Dana Gavanski, Big Thief, Overmono, Kokoroko, Chase & Status, Cat Burns and Mulatu Astatke. The test is powered by technology company Xandr and media partner The Independent.
Lee Henshaw, founder of Into-it, says; ‘At Into-it, we're on a mission to give American and British music fans the opportunity to curate their online advertising experience by simply letting us know the genres and the artists they're into. This beta test allows us to showcase our technology to the industry before our commercial launch in the autumn.’
Nigel Adams, Founder at Full Time Hobby, adds, ‘Into-it is a game-changer for the music industry because it gives us access to a data set powered by user intention, helping us build direct relationships with fans.’
Speaking from a media perspective, Oli Wheatley, Trading Director at The Independent, says, ‘We are looking forward to being part of Into-It's beta test. At The Independent, we are absolutely committed to offering value and effectiveness through innovation to our customers and improving user experience wherever possible - so we're excited to see what this partnership brings.’
