Tony Kendall.
Australian Community Media (ACM) has partnered with email ad server Passendo, the first publisher in Australia to implement the technology end-to-end across its newsletter ecosystem.
The partnership supports a revamped newsletter offering across the publisher's network of more than 80 regional, rural and suburban titles.
Advertisers can access inventory via direct IO, programmatically or through a premium publisher marketplace, with first-party data targeting across audience segments including agriculture, property, auto, sport, travel and finance.
Tony Kendall, ACM managing director, said the partnership brought world-class sophistication to the company's email products.
"Our audience's connection to our brands is strongest within our newsletters, which serve as a daily briefing for millions of Australians each month,” he said.
“We can now offer our partners hyper-targeted, first-party data-driven opportunities that were previously only available on the web.”
Anders Rantzau Rasmussen, CCO and co-founder of Passendo, said ACM understood the inbox was a premium, distraction-free environment.
"By implementing Passendo, they are providing a superior, privacy-first experience for both readers and advertisers," he said.
ACM reaches more than 5.2 million people each month across close to 100 brands. Passendo, founded in 2016, is represented in Australia by Allegiant Media.
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