Fairfax pushes programmatic - offers "premium" audience data

Lindsay Bennett
By Lindsay Bennett | 17 February 2016

Fairfax Media is bolstering its programmatic trading offering, allowing advertisers access to its audience data segments, coupled with Fairfax owned and operated inventory.

Through the Fairfax Exchange in private market place programmatic deals, advertisers will now have access to 15 audience data segments offering data sources to target specific audience groups during the purchase cycle, including so-called food lovers, auto intenders and technology mavens.

The Fairfax Exchange is an automated digital marketplace that offers programmatic through real-time bidding. In 2014, Nine and Fairfax collaborated for the launch of APEX premium mobile exchange for mobile ad inventory with the aim of getting better value for digital advertising.

Fairfax is one of many businesses to push programmatic, including Nine Entertainment Co, News Corp, Origin Energy and ADMA.

Yesterday at the StarCom MediaVest Group (SMG) and AANA’s Future of Australian Customer Experience panel event, Dr Karen Nelson Field weighed in on the new wave of programmatic. You can read about it here.

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