In the initial phase, advertisers will be able to buy Bauer’s digital consumers across four key audience segments based on their online behaviour.

Data is collected from across Bauer's digital environments for both publishing and radio brands, including Grazia, Parkers, MCN, Mother & Baby, EMPIRE, Magic Radio, KISS and Absolute Radio.

The first group of curated audience segments that available are Auto Intenders, Entertainment Enthusiasts, Fashion & Beauty and Parents & Families.

Bauer said the platform guaranteed that ads will be placed within high-quality, safe content. With real-time targeting, it also aims to enable brands to reach customers at a time when they are most likely to respond, therefore optimising effectiveness and increasing ROI.

Clare Chamberlain, Sales Director, Magazines, Bauer Media, said: “Bauer Illuminate offers a new exclusive gateway to Bauer’s diverse and scalable audiences, drawn from a wide range of consumer lifestyles and interests powered by Bauer’s influential magazine and radio brands.

"Developed with privacy at its core and built using Bauer’s first-party data, Illuminate was created as a solution to the increasing governmental and browser regulations and the detrimental impact it has had on marketeers ability to target important and valuable audiences across Bauer’s websites”.

Elliott Donnelly, Head of Programmatic, Bauer Media, added: “Advertisers will have access to a high-quality content environment where data is protected and respected, and safe. It is accountable and transparent so our advertisers will be able to know who their advertising is reaching, where it appears and what the outcomes of that advertising is in terms of results and effectiveness.

"The launch highlights Bauer’s ongoing desire to find a long term, scalable new digital currency for targeting and measurement and we look forward to working with our industry peers across the ecosystem to deliver and improve first-party data led solutions.”