Into-it, a UK-based technology company, launches its Chrome browser extension today with online publishers The Independent and The Guardian and a selection of music companies
Four years in development, the extension asks fans what music they’re into so that it can serve them personalised notifications instead of ads.
Founded by UK internet entrepreneur Lee Henshaw, Into-it’s solution introduces a complementary approach to online advertising based on the idea of the intention economy, with music fans revealing the music they’re into so that music companies can serve them notifications that are expected and welcome.
Oliver Wheatley, commercial director at The Independent, commented: “We’re excited to partner with Into-it on this music discovery solution. At The Independent, we’re committed to offering value and effectiveness through innovation to our commercial partners, while continually improving reader experience, and this is what has motivated our decision to work together.“
Leslie Gilotti, streaming and commercial strategy at Marathon Music Group. “For artists like BODUR and HotWax, it’s crucial to connect with the right listeners in the right spaces. Platforms like The Guardian and The Independent attract a musically discerning audience, and Into-it’s model provides us with a unique additional tool to amplify our efforts across our diverse roster of artists, helping us refine our strategy, reach targeted fans and strengthen brand recognition at the top of the funnel.”
