BuzzFeed launches data services suite in Canada

Lighthouse allows advertisers to tap into BuzzFeed’s data to learn more about specific audiences through research and insights.
Photo by Matt Haughey

BuzzFeed’s data services suite Lighthouse will now be available in its international markets including Canada, the U.K., Australia and Latin America.

The product is an in-house proprietary data suite that allows advertisers to tap into BuzzFeed’s data to learn more about specific audiences through research and insights and ensure their target audiences are being activated across the media company’s channels. This leads to a deeper understanding of the audiences a brand intends to reach, as well as its affinities.

In Canada alone, BuzzFeed Canada’s audience consists of 13 million monthly users. Meanwhile, BuzzFeed’s audience breakdown is 20 million in the U.K., 76 million across Latin America, 9.5 million in Australia and 158 million in the U.S.

As part of the offering, BuzzFeed will help brands utilize both their own and third party data to put it to work at scale in a fashion that makes the most out of each data type. Additionally, Lighthouse will assist advertisers in optimizing campaign distribution and audience segmentation to ensure campaigns perform better.

Josh Fromson, SVP enterprise and international sales for BuzzFeed, tells MiC the product will help with ad targeting. “We are able to layer in our data and targeting segments to effectively and efficiently target our partner’s creative and messaging against their KPIs and overarching goals,” he explains.

Lighthouse leverages BuzzFeed’s diverse array of content which includes BuzzFeed Entertainment, BuzzFeed News, Tasty, HuffPost and Complex Networks.