Ideon Media inks Bustle deal

CEO Kevin Bartus says the opportunity is compounded by Google's shift to eliminate third-party cookie support.

Bustle Digital Group – the publisher behind well-known digital brand Bustle and titles including Elite Daily, Nylon and Mic – has inked an exclusive representation agreement with Canadian rep house Ideon Media. Ideon will now serve as the representative for digital ad sales for the group.

BDG’s sites reach more than 3.8 million monthly unique visitors from Canada, according to Comscore. The broader BDG portfolio reaches 82 million per month. While its sites do run the gamut of topics – Bustle itself is more general interest, while Nylon focuses on fashion and style and Mic has a more political lean – the common thread is a focus on millennials, with most of the sites focusing on young women in particular.

For Kevin Bartus, president and CEO of Ideon, deals like this have become especially crucial as the media landscape prepares for a “post-cookie world,” the term often applied to Google’s intent to stop supporting third-party cookies on Chrome in 2022.

“The death of cookies affects the whole ecosystem,” he tells MiC. “You can’t rely on data anymore to get your audience. If you’re an advertiser looking to buy media that’s going to target the right people, you’re going to have to get site-specific again. It’s almost like a return to 2010.”

Bustle focusing on developing and strengthening its millennial audience, Bartus says, puts rep houses like Ideon in an adventitious position to become a “one-stop shop” for buying against a desirable audience.

Bartus adds that BDG’s status as a growing company also bodes well for Ideon. “It’s important for us to have partners that are in and of themselves aggressively growing,” he says. “We’ve had partners in the past that either weren’t growing or got acquired or sold off assets.” For example, Nylon had shuttered its print edition years before BDG acquired it last summer. BDG now has plans to bring back Nylon for special-occasion print issues, although not on a monthly basis.

“Having a partner that has momentum on the revenue side is very important to us,” says Bartus.