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

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Putting your brand on the Love Index

How much do your customers love your brand, product or service?And more importantly, why?

Bronwyn van der Merwe

Managing director, Accenture Interactive

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

today in this digital age customer insights is one of the channel which can benefit customer a lot. It opens up door for personalized mar...

Bifty Alex

Building customer insights in the data and digital age

Read more

Latest Podcast

More podcasts

Sign in