Flybuys and IPG Mediabrands strike data sharing collaboration

Customer loyalty program member data to be shared with Kinesso Australia and mixed with Acxiom insights

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.

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here. 

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page

 

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

Latest Videos

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

5 ways to turn imposter syndrome into confidence and conviction

Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.

Rowena Millward

Author, consultant

Sign in