Fairfax boosts data offering through TEG partnership

Lindsay Bennett
By Lindsay Bennett | 25 July 2016

Fairfax is bolstering its data offering through a new partnership with ticketing, live entertainment and data company TEG, which also owns Ticketek.

For the first time ever, live entertainment organisation TEG, which connects ticketing, live content touring, research and analytics, will make data available from its analytics arm, TEGA, to advertisers working with Fairfax's advertising product suite. The two will combine data sets in order to deliver more targeted solutions.

In the move, advertisers will be able to connect with Fairfax’s digital audience with greater levels of personalisation and targeted messaging based on consumer interests and purchase intent.

The partnership aims to strengthen Fairfax’s audience targeting capabilities through the use of of psychographic data, which is data based on the personality of users, as well as boosting cross-device capabilities and tailored segments.

TEG owns TEGA, which provides data, analytics and intelligences services to the live entertainment and sport industries in Australasia, It also owns live touring business TEG Live; online research and direct marketing business TEG Rewards; software company Softix; self-service ticketing platform Eventopia, and the Allphones Arena.

Fairfax commercial and marketing services director Tom Armstrong says the deal demonstrates the publisher’s ongoing commitment to broadening its data offering for the benefit of advertisers.

“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,” he says.

In February of this year, Fairfax strengthened its programmatic trading offering through the Fairfax Exchange, allowing advertisers to access its audience data segments.

TEGA GM Andrew Reid, who left Dentsu last year for the role, says the company is set to benefit from the partnership through Fairfax’s marketing insights and content preferences.

“Fairfax is an ideal partner for driving value across programmatic, audience insights and data-driven content production,” he says.

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