Fairfax in exclusive ad data deal

Fairfax in exclusive ad data deal

Fairfax Media has strengthened its offering to advertisers by signing an exclusive partnership between its data-driven advertising product suite, Fairfax Data & Audiences, and TEG Analytics.

The partnership will create one of the largest addressable datasets available to advertisers in Australia and will mark the first time TEGA data has been made available to advertisers in the country

TEGA is owned by TEG, a ticketing, live entertainment and data analytics company that owns Australia’s largest ticketing agency Ticketek.

The deal will allow Fairfax to deliver more powerful and targeted advertising solutions through the combination of Fairfax D&A’s premium audience data and TEGA’s consumer data.

Advertisers will be able to connect with Fairfax’s monthly digital audience of 11.6 million Australians with greater levels of personalisation and targeted messaging based on consumer interests and purchase intent.

They will also be able to access more psychographic data, boosted cross­device capabilities and tailored segments created from nimble data collected through custom surveys.

Fairfax Media commercial marketing and services director Tom Armstrong said the partnership secured valuable data that enhanced the company’s targeting capabilities, achieved through a deeper understanding of audience purchasing habits. It provided access to data that gave the company unprecedented insights into consumer behaviour, he said.

“This partnership demonstrates our ongoing commitment to broadening our data offering to deliver even more effective marketing campaigns for advertisers.”

TEGA general manager Andrew Reid described Fairfax as “an ideal partner for driving value across programmatic, audience insights and data­driven content production”.

TEGA will benefit from unparalleled marketing insights into the media and content preferences of TEG members.

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