APEX and Red Planet strike consumer data sharing deal

Fairfax and Nine programmatic advertising partnership sees media owners gaining access to Qantas Frequent Flyer loyalty data

Qantas data business, Red Planet, has struck a deal with the Australian Premium Exchange (APEX) to combine its consumer data with premium advertising inventory across the Fairfax Media and Nine sites.

APEX is a premium mobile programmatic exchange launched in 2015 as a joint partnership between Fairfax Media and Nine and powered by adtech player, AppNexus. Under the new deal, Red Planet’s data set, based around the 11.5 million members of the Qantas Frequent Flyer program, will be used by APEX to create audience segments across all Fairfax and Nine properties.

Red Planet’s data set has been de-identified and aggregated and is being used to target audiences based on attitudes, behaviours, demographics, interests and transactional data. It also includes travel and general spending insights courtesy of the Qantas loyalty portfolio. On top of this, Red Planet maintains a 100,000-strong research panel to glean further consumer insights.

The data will be made available via Fairfax Media and Nine Entertainment’s private marketplaces, as well as APEX. Fifty segments from an available 150 advertising segments have been chosen to overlay across inventory but APEX will also work with clients on a bespoke basis.

APEX CEO, Pippa Leary, said the group had commenced an exhaustive search of the Australian market for a high-quality data partner following its launch earlier in 2015.

“We were impressed by the breadth and quality of red Planet’s consumer insights gained from access to Australia’s largest airline membership program, which has existed for nearly 30 years,” she said in a statement. “We believe that the combination of the red Planet consumer segments with APEX inventory will create a brand-safe environment allowing media agency and advertising clients to reach addressable, quality, engaged audiences at scale for the first time.”

Red Planet executive manager, Vaughan Chandler, labelled the partnership an exciting first for the group.

“We have been looking for a media partner that shares our values around privacy and data governance and by working together, we are now well placed to drive further innovation in digital advertising and made sure ad buying is more targeted, benefitting brands and consumers,” he said.

The launch of APEX as a collaborative programmatic play by Fairfax Media and Nine is a direct response to the growing threat being posed to traditional media houses by Silicon Valley giants such as Google and Facebook. By pooling data and their scale, Fairfax and Nine hope to provide a viable local digital advertising alternative based around data-based audience targeting.

Similar data collaborations are also occurring elsewhere across the media spectrum in order to provide audience-based programmatic advertising to Australian advertisers. Last year, Foxtel's Multi Channel Network joined forces with AOL Platforms to launch progammatic TV advertising purchasing in Australia. The platform also allows buyer to plan, buy and report against a number of consumer segments from MCN’s audience panel, Multiview, which uses viewing patterns from 110,000 Australian homes to deliver consumers and purchase behaviour insights.

And on the out-of-home front, JCDecaux became the first media player to sign up to Data Republic's Open Data Marketplace in September. That deal allows JCDecaux to access geospatial, behavioural and transaction-level insights as well as list, trade and collaborate on data exchange projects, opening up new avenues to augment its offering and helping to close the loop on media attribution.

The APEX exchange offers media buyers premium mobile inventory and real-time bidding (RTB) across more than 120 mobile sites and apps. All inventory only runs alongside top-tier premium content.

Nine chief digital and marketing officer, Alex Parsons, said data partnerships, such as the deal with Red Planet, will help ensure the two companies can meet advertiser needs for deep-level consumer insights.

“It is the combination of world-class content, real audiences and deep data that provides us, through partnerships such as APEX, an additional competitive advantage in the ability to communicate to consumers at scale in brand-safe environments,” he said.

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

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

There is a new digital capture tool called QuickTrials app (www.quicktrials.com) that allows people who conduct Field Trials to collect t...

Quick Trials

How a new digital and data strategy for agriculture is helping farmers innovate

Read more

Recommendation engine is a great example of AI / ML.

Francis Kim

Chat bots: How to use them commercially right now - Big data delivery - CMO Australia

Read more

This new logo is offensively bad! And stop flashing it at us in between points on the television coverage. Trying to subliminally program...

Simon

Tennis Australia unwraps new brand identity for Australian Open

Read more

Thanks, Nadia. It was so interesting blog for me because it helps me able to understand well on the basics of business and marketing conc...

term paper help online

3 ways marketers can raise their executive influence

Read more

Having been to the AO on Wednesday for the first time in a number of years I was very impressed with the new branding. The event has evol...

Naomi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Latest Podcast

More podcasts

Sign in