News Bulletin: Initiative wins RAC; Fairfax shareholders approve Domain split; Quantium inks Quantcast deal

By AdNews | 2 November 2017
Quantcast's Andrew Double

Quantcast inks first Australian partnership

Audience insights and measurement platform Quantcast has inked a deal with data powerhouse Quantium. Both firms say the move helps bridge the online to offline data gap for Australian marketers, agencies and publishers. The partnership allows Quantcast to understand and target customers online based on offline purchase data from Quantium. For example, when a supermarket shopper uses their rewards card in store, Quantium collects that data and splits buyers into segments such as 'breakfast food buyers'. 'vitamin buyers' etc. Quantcast then takes that offline data and ingests this into its audience insights and measurement platform. This allows Quantcast to identify online characteristics and behaviours of this audience, including age, gender, income, websites visited and search terms. Quantcast then uses this data to target these users online and many more like them. “This partnership will enable advertisers to marry powerful Quantium in-store purchase data with the Quantcast real-time audience insights platform, enabling brands to see the patterns in online consumer behaviour,” Quantcast ANZ managing director Andrew Double says. In its quest to “help brands grow in an AI-era”, the move is the first partnership Quantcast in Australia has invested in and means marketing investments can be tied to in-store sales behaviours. In March RTL-backed SpotX tied up with Quantcast in global deal.

See: Quantcast's Ad Tech 101: Tackling the data challenge

RAC retains Initiative after performance review

Western Australia's RAC has reappointed Initiative to manage its media communications portfolio for up to four years after impressing in an external agency performance audit. Initiative first won the business in 2013 and was near the end of its tenure. Rather than call a pitch, the company called in Ebiquity and TrinityP3 to assess the agency's performance and client relationship before offering an new contract. Initiative will be responsible for fully-integrated media planning and buying, including, digital, search and activation across the RAC's group of businesses. The motoring, travel and mutual club is one of WA's most recognisable brands and offers a range of services to members including insurance, roadside assistance, car servicing, travel, finance, home security, as well as holiday parks and resorts. Initiative Perth MD Clive Bingwa said retaining the business was a vote of confidence to the agency's new cultural connections approach.

Fairfax Media shareholders approve Domain split

Fairfax Media shareholders have voted for the separation of the company's real estate business Domain at a meeting held in Sydney today. The motion to split the company passed with a vote of 99.89% with no questions from the assembled shareholders. Nick Falloon, chairman of Fairfax Media, advised the shareholders the board recommended support in the separation. The company is expected to list later this November.

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