Daily Mail locks in deal with Quantium, expands offering for local advertisers
Daily Mail Australia is the newest partner for analytics and artificial intelligence firm, Quantium.
The publisher will use Quantium data analytics and audience segmentation to improve Mailonline’s advertiser offerings.
Quantium’s clients in categories such as banking and supermarket will offer new audience segments – Q Segments – for advertisers targeting Daily Mail Australia readers.
The deal also includes access to Quantium’s new QCrowds segmentation tool, which uses purchase data to profile Australian households.
Daily Mail Australia’s head of product, marketing and partnerships Jessica Hunter, said the publisher will now be able to provide “vast and layered global insights in real-time” to local advertisers.
“Our audience needs to be defined with data and insights that go well beyond their own boundaries, leveraging more than site visits and browsing behavior but going deeper into users’ purchasing habits, interests, intentions, and demographic composition,” Hunter said.
Adam Driussi, Quantium CEO, added: “We are seeing a dramatic shift among advertisers away from relying on demographics and other blunt or unreliable audience data towards the use of real world behaviour based on transactional data to inform their media investment.
“We’re very pleased to be working with Daily Mail Australia to allow advertisers to further continue that journey.”
Other media companies which have locked in deals with Quantium include Yahoo7, Social Soup, Facebook, Ooh Media, Foxtel and News Corp.
Why would banks and supermarkets want to advertise on the Daily Mail? It’s a trash site that gets by on stealing the content of other publishers. Yes, it gets a lot of eyeballs, but so do porn sites. Would they be happy for their ads to appear on those?
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@Jimbo – it is not about banks and supermarkets advertising on DM. It is about using purchasing behaviour data Quantium collects from banks and supermarkets which is attractive to a whole range of advertisers.
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