10 Upfronts - Flybuys partnership to boost 10 Play targeted advertising

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 15 October 2020

ViacomCBS AUNZ has strengthened its data stack with the addition of Flybuys’ new data division, Unpacked by Flybuys.

The partnership will be used by 10 to boost targeted advertising on its broadcast video-on-demand platform, 10 Play, with plans to roll it out across all of its digital assets in the future.

Advertisers on 10 Play will now be able to access insights from the shopping baskets of 8.6 million active Flybuys members.

The partnership, to be announced at Ten’s virtual upfronts today, adds to its deal with RedPlanet, Quantium and Smrtr, formerly Greater Data.

10 ViacomCBS head of data and digital audience Josh Slighting says 75% of total digital sales are now powered by data.

“The partnership with Unpacked by Flybuys makes premium targeting accessible to our clients, from one of Australia’s leading loyalty programs,” Slighting says.

“The market is hungry for transparency and for better ways to measure and optimise investment in media, and with the advancements both Network 10 and Unpacked by Flybuys have made in the past 12 months, we feel confident this partnership is going to deliver very positive results for our clients.”

Slighting adds that 10 is investing in technology that removes reliance on third-party data and charging identifiers, such as cookies.

“Through this partnership, we’re offering advertisers the ability to access insights from the shopping baskets of 8.6 million active Flybuys members across all of Network 10’s digital assets,” says FlyBuys chief product officer Harley Giles.

Unpacked by Flybuys was created to give marketers better access to tangible data and transparent results, so we couldn’t be happier to partner with Network 10, one of Australia’s leading media companies, and offer marketers another way to achieve better results from their marketing spend.”

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