The Trade Desk partners with Flybuys for de-identified sales conversion data
De-identified sales data from more than eight million Flybuys members will be made available within a programmatic buying platform for the first time, as a result of a new partnership between Unpacked By Flybuys and The Trade Desk.
As a result, The Trade Desk will provide new insights into the impact of their online advertising campaigns for both offline and online sales.
The Trade Desk’s James Bayes
The de-identified sales conversion data, provided by Flybuys’ data division Unpacked By Flybuys, will allow brands and agencies to view more directly the impact of their digital campaigns on sales within Coles and Liquorland.
Brands will then be able to use that insight to drive near real-time enhancements to campaign setup. The partnership is Unpacked by Flybuys’ first measurement integration with a demand-side platform.
Flybuys chief product officer, Harley Giles, said: “We are delighted to partner with The Trade Desk to help make its advertising more effective, by providing high-quality conversion data straight from Coles and Liquorland checkouts, in near real-time directly to The Trade Desk platform.
“The integration will allow brands and agencies to optimise their media investment in a way that was not previously possible.”
The partnership will also allow brands additional flexibility to analyse conversions right down to the individual product, brand or category, with a self-serve capability to view conversion data directly in an advertiser’s campaign in The Trade Desk platform.
The Trade Desk general manager, Australia and New Zealand, James Bayes, added: “We are excited to partner with Unpacked by Flybuys to deliver this incredible opportunity to our partners. Linking media investments to true business outcomes is what all marketers should be striving for.
“This first-of-its-kind partnership delivers exactly that with further capacity to optimise campaigns in real-time based on closed-loop measurement.
“This partnership is clear evidence of our commitment to helping marketers, who are becoming more data-driven, make smarter decisions and demonstrate the link between their media investment and real-world outcomes,” he said.
The latest partnership follows Flybuys’ recent deal with Kinesso Australia, giving the agency group gain access to Flybuys audience segments based on members’ de-identified transactional, behavioural, and demographic data.
Flybuys also joined with Seven West Media in April, in an agreement that sees aggregated audience segments connected with CTV audiences using 7Plus.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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