Mamamia makes audience data available to advertisers through partnership with Krux

MamamiaMamamia is making its audience data segments available to its clients following its partnership with data management platform Krux in April.

The 10 ‘Audience Personas’ provide targeted segmentation to Mamamia’s advertisers with each persona based on behavioural segmentation and content consumption patterns facilitated by the Krux platform.

The 10 audience personas – My Tribe, Modern Family, New Mum, Trending Now, Informed Woman, Live/Laugh/Learn, Real Beauty, Wellness Women, Fashion Fix and Homebodies – are then verified using Mamamia second and third party data.

Mamamia will be able to offer advertisers the ability to buy two targeted tiers of each persona including behavioural – a user that has demonstrated interest and qualified against recent visits and site frequency and intender – a user that has demonstrated high-level interest and has qualified against more rigorous recent visit and site frequency measurements.


Rogers: “It is validating to see the breadth of women we reach through our content daily”

Kylie Rogers, managing director of Mamamia Women’s Network, said in a statement: “With Krux, we have been able to knit our previously siloed data points together and can now confidently deliver the right content to our individual consumers, and match the right advertisers to those consumers.

“It is it is validating to see the breadth of women we reach through our content daily, and Krux is fundamental to our overall audience proposition. We are now able to confidently deliver based on knowing what our women want, and when they want it, and helping our advertisers target them directly, effectively, relevantly and consistently.”

In March, Mamamia had a unique audience of 899,000.

Jo Gaines, country manager, Krux Australia and New Zealand, said in a statement: “Mamamia were extremely nimble with their DMP implementation and have since quickly realised the value of behavioural data to make experiences for their audiences more relevant.

“This applies to both content and advertising. It is their intention to become the leading source of women’s data in Australia, using Krux as both a reporting and activation tool.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.