In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Fairfax Media has launched its new premium programmatic trading offering, allowing advertisers to tap into targeted audience data segments in a private marketplace exchange.
The Fairfax Exchange programmatic trading desk offers 15 audience data segments, devised to help tap audiences through insights such as food lovers, auto intenders and technology mavens. It’s driven by Fairfax’s internal data management platform (DMP) and real-time bidding access through AppNexus technology and works across owned and operated inventory including display, mobile and video.
“This is a powerful, market-leading addition to our programmatic offering and we’re excited to be able to offer our clients the opportunity to access premium audience data, together with premium publisher inventory, and driven by sophisticated programmatic technology,” said Fairfax Media’s DRX network and programmatic exchange national sales director, Ross Blackam.
The media group said advertisers can access its inventory through two channels. The first, the private marketplace, is available to select buyers and offers guaranteed impressions, specific audience buys, customised placements and a variety of targeting solutions. The open marketplace is available to local and international advertisers and offers access to non-guaranteed impressions and larger reach.
Fairfax Exchange boasts a premium digital audience reach of 7.1 million Australians each month, according to Nielsen Online Ratings from December 2015. The media group has about 300 brands.