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Fairfax expands programmatic data segments

Buyers of Fairfax Media’s programmatic inventory will be better able to target specific audience groups following the addition of 15 premium data segments to the publisher’s programmatic trading desk. The audience segments leverage Fairfax’s rich and exclusive data sources to target specific groups during the purchase cycle and include food lovers, auto intenders, technology mavens,...

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Buyers of Fairfax Media’s programmatic inventory will be better able to target specific audience groups following the addition of 15 premium data segments to the publisher’s programmatic trading desk.

The audience segments leverage Fairfax’s rich and exclusive data sources to target specific groups during the purchase cycle and include food lovers, auto intenders, technology mavens, retail lovers, personal finance and baby boomers.

Ross Blackam, national sales director of Fairfax’s DRX (direct response media) network and programmatic exchange, said it was a powerful, marketing-leading addition to the publisher’s programmatic offering.

“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,” he said.

The segments were built using first party data from visitors, members and subscribers to Fairfax sites and will be available through its trading desk, Fairfax Exchange, in private marketplace programmatic deals

Fairfax offers two channels for advertisers to purchase its display, mobile and video inventory: private marketplaces, which are only available to select buyers but offer guaranteed impressions, specific audience buys, customised placements and a variety of targeting solutions; and open marketplace, which offers large scale reach and non-guaranteed impressions.

Fairfax Exchange reaches a premium digital audience of 7.1 million Australians each month according to the December 2015 Nielsen online ratings.

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