Break Media Sees Data as Display's Savior

Young male-centric Break Media is betting on data to enhance its display advertising business.

The company, which manages sites such as Break.com, MadeMan and Chickipedia, has inked separate pacts with BlueKai, which aggregates in-market shopper data for brands publishers and ad networks, and eXelate, which manages an exchange for behavioral targeting data.

Break will leverage both companies’ data to offer its advertisers the ability to target more specific narrow audiences—including audiences that are intent on shopping for or purchasing specific products.

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