The news brand has become the media partner in an initiative that helps Into-It users find tunes they’ll love through targeted advertising
Launched on Monday, the beta test sees testers from across the US and UK music, advertising and technology industries download a Chrome browser extension by new advertising platform Into-It.
The extension will reveal each tester’s tastes in music genres and artists and will then translate into personalised advertising on The Independent’s website.
Record labels who have signed up to the beta test include major companies EMI and Columbia Records, as well as independents Full Time Hobby, Domino and Brownswood Recordings.
Oli Wheatley, The Independent’s trading director, said: “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 customer experience wherever possible — so we’re excited to see what this partnership brings.”
Lee Henshaw, founder of Into-It, added: “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 artists they’re into. This beta test allows us to showcase our technology to the industry before our commercial launch in the autumn.”