Fairfax Media signs audience and consumer data deal with TEG Analytics
Fairfax Media has signed an exclusive partnership between its data-driven advertising product suite Fairfax Data & Audiences and TEG Analytics with the publisher of The Sydney Morning Herald and The Age also signing with mobile creative ad-tech company Playground XYZ.
The partnership will create, according to Fairfax, one of the largest addressable datasets available to advertisers in Australia.
It is the first time TEGA data has been available to advertisers in the Australian market.
The deal will see Fairfax D&A’s audience data combined with TEGA’s consumer data to allow Fairfax to deliver more targeted addressable advertising solutions.
Fairfax Media commercial and marketing services director, Tom Armstrong, said in a statement: “The partnership with TEG Analytics secures valuable data that enhances Fairfax Media’s targeting capabilities through a deeper understanding of our audience’s purchasing habits and provides access to data that gives us unprecedented insights into consumer behaviour.
“This partnership demonstrates our ongoing commitment to broadening our data offering to deliver even more effective marketing campaigns for advertisers.”
TEGA is owned by TEG, a ticketing, live entertainment and data analytics company which also owns Ticketek.
The partnership comes as Fairfax Media also signs with mobile creative ad-tech company Playground XYZ.
Fairfax joins a growing list of publishing partners such as Multi Channel Network, Nine Entertainment CO, SBS, Ticketek, Conversation Media, Gumtree, Daily Mail, Mamamia and Bauer Media.
Skye Herbert, Fairfax Media network real estate director said: “This partnership with Playground XYZ reinforces our commitment to providing advertisers with market-leading mobile ad products that engage with Fairfax Media’s smartphone audience of more than six million Australians.”
Rob Hall, CEO of Playground XYZ, said: “Until now, mobile has had a fairly two-tiered system of types of ads you can run: At one end, the IAB formats give brands the peace of mind to run say, the same one MREC creative across your media buy. But these formats are failing to deliver key metrics for brands. At the other end of the spectrum, Publishers have their own proprietary formats which are excellent but they’re locked to that particular site.
“Now, there’s a third tier: Playground formats. We’ve carved out a position in between the IAB and a publisher’s own formats, producing never-done-before ad products and letting one build scale across this incredible list of certified partners. In that sense we’ve created a new marketplace for custom advertising”.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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