Fairfax debuts premium programmatic audience offering

Media giant launches its own private marketplace exchange for premium audience targeting

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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

Brand management starts with management

As the world continues to grow and evolve, it’s more important than ever to build a strong brand that articulates your message clearly and consistently, stands out against the noise, and develops relevance with the people that matter. This makes managing your brand a key component to gaining cut-through and ultimately business success.

Dan Ratner

managing director, Uberbrand

Disrupting marketing as we know it

Call it digital disruption or the fourth industrial revolution, our rapidly evolving environment is affecting consumer perceptions, purchase behaviours and the way they consume information and products.

Jean-Luc Ambrosi

Author, marketer

Very interesting article which touches on the importance of a feedback loop fuelled by customer and market insights. Ideally this scenari...

Andrew Reid

Building customer insights in the data and digital age

Read more

Very very good piece- very novel and innovative and very possibly- effective - way to look at one's communication headlines!

Patrick Dsouza

Should your disclaimer become your headline? - Brand science - CMO Australia

Read more

Excellent post Rob, Mobile app users are growing day by day. Everyday lots of apps are launched in the market but not every app retains t...

Marcus Miller

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

very informative blog. I really like the information given in this blog.http://gng.com.au/

Gajanand Choudhary

The evolving role of the CMO - The CMO view - CMO Australia

Read more

It is true That’s the new read following up Deloitte Digital's Digital disruption - Short Fuse, blowup analysis series, that appearance t...

miller645645@mail.ru

Digital disruption about to impact health, education sectors

Read more

Latest Podcast

More podcasts

Sign in