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
While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?
Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.
Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.
In Episode 10 of this new podcast series, BrandHook MD, Pip Stocks, talks with Country Road GM of brand and customer experience, Col Kennedy, about how brands enabling teams to support the customer no matter what they want to achieve is vital to the engagement equation.
Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants
Fab Capodicasa
What it's taking for Edible Blooms to grow a stronger personalisation strategy
Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...
Jason Smith
Australia Post earmarks $20m for Australian ecommerce innovation investment
For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...
Janice Morgan
7 ways to run your marketing department like a software startup
Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...
GreatDayTo
Why Aussie Home Loans is embracing digital transformation
Please be alerted eHarmony is a 17+ years old obsolete site. eHarmony is only supported by a big marketing budget and not by serious scie...
FernandoArdenghi
CMO interview: eHarmony CMO reveals what it takes to foster great team relationships