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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

This journey would identify all your future life aspects!

Maryann Humphrey

Open Colleges: one-to-one journeys is the goal

Read more

It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

Read more

ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.

DragoCubed

Optus goes for education with 5G network campaign

Read more

Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

This is a unique experience! Will be interesting to talk to their managers.

Joyce Harris

​How Krispy Kreme revitalised its brand in a saturated market

Read more

Latest Podcast

More podcasts

Sign in