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 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

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

We supply petroleum product such as JP54, D2, D6, JET A1, Serious buyer should contact now for SCO in order to work with seller workable ...

Vico Peißker

ACCC releases Consumer Data Right draft framework for comment

Read more

What is your opinion about chatbots serving your customers? My belief is bots are going to be the future of customer service and fulfilme...

Giridhar Prathap Reddy

NAB taps power of AI chatbots for business customer service

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Deloitte TMT Predictions: AR and mobile crucial for marketing success in 2018

Read more

Hi there! Thanks for this interesting article! I love to read about new technology and software that makes our lives easier. I'm looking ...

Julia Summer

Wartsila overhauls Web platforms to create ‘seamless’ brand experience across all devices

Read more

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Latest Podcast

More podcasts

Sign in