Flybuys and IPG Mediabrands strike data sharing collaboration

Flybuys’ data sharing strategy is again making headlines this week after the customer loyalty program announced a deal with IPG Mediabrands division, Kinesso Australia.

Branding the latest partnership as a unique one in the Australian industry, the companies said the new collaboration will see data-driven transactional, behavioural and demographic insights from flybuys’ 8 million members de-identified and shared with Kinesso Australia. This data will then be used in combination with Acxiom’s data bank, which is leveraged in the Kinesso offering, reflecting insights on 19 million consumers.

The aim of the game is to give brands and agencies in the IPG stable unprecedented, anonymised information on consumer buying patterns to improve media campaigns. It also comes as brands, agencies and the wider industry prepare for the impending loss of third-party cookies.

“We see enormous benefits in aligning our Unpacked by flybuys robust audience segments with the knowledge and insights of Kinesso and Acxiom’s Infobase,” said flybuys chief product officer, Hayley Giles. “As we move beyond cookies, this partnership is suitably placed to offer clients the depth and scale of data required for customer insights and media addressability in an anonymised, safe and privacy-first way.”

IPG said its clients will have real-time access to customers’ buying patterns and intentions in order to directly activate and adapt programmatic media strategies. The data will be integrated into Mediabrands’ agency planning and buying tools.

The company also noted the role its long-term partner, adtech vendor, Liveramp, has been playing in powering the latest partnership.  

“Mediabrands’ clients will now have unique access to people-based data, not cookies or device-based insights, which in combination will allow agencies to strategise, plan and activate flybuys’ audiences in conjunction with unique analytics solutions across the group’s client portfolios,” said Kinesso head of data solutions, Tom Edmonds.

Flybuys has also recently confirmed data sharing relationships with Seven West Media for the latter’s RediQ advertising solution; 10 Viacom CBS; and TEG Analytics.

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