IPG's consumer data deal with Flybuys

Chris Pash
By Chris Pash | 30 April 2021
Tom Edmonds

IPG has closed a deal to access a deep well of Australian first-party consumer data to be directly integrated into the media  agency's planning and buying tools.

Flybuys, the loyalty program with more than 8 million active members, has signed a data sharing partnership with Kinesso Australia powered by Acxiom, IPG’s data-focused marketing partner of IPG Mediabrands.

It is the first major collaboration of its type in Australia, in which a media agency has access to Flybuys audience segments based on members’ de-identified transactional, behavioural and demographic data.

The move is seen as a response to the impending end of cookies.

Commercial details of the agreement haven't been revealed. 

Flybuys’ data division, Unpacked by Flybuys, will make its segmented audience data available to Kinesso, which will then be used in combination with Acxiom’s Infobase data bank of 19 million people, to give brands and agencies information on consumers’ buying patterns.

“We see enormous benefits in aligning our Unpacked by Flybuys robust audience segments with the knowledge and insights of Kinesso and Acxiom’s Infobase,” says Harley Giles, chief product officer, Flybuys.

“As we move beyond cookies, this partnership is suitably placed to offer clients the depth and scale of data required for customer insights and media addressability in an anonymised, safe and privacy-first way.”

The partnership means that IPG’s clients will have access to a deep database of their customers’ buying patterns and intentions in real time and be able to activate and adapt their programmatic media strategies directly from these insights.

LiveRamp, the leading data connectivity platform, has been integral to powering the partnership through its long-standing relationship with IPG globally.

Tom Edmonds, head of data solutions at Kinesso: “Mediabrands’ clients will now have unique access to people-based data, not cookies or device-based insights, which in combination will allow agencies to strategise, plan and activate Flybuys’ audiences in conjunction with unique analytics solutions across the group’s client portfolios.

 “The data will be integrated into Mediabrands agency planning and buying tools, allowing for a seamless solution from strategic insights into activation.”

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