Signal poaches Coles programmatic head

Arvind Hickman
By Arvind Hickman | 11 March 2016
Former Coles head of programmatic Michael Twomey has joined Signal.

Signal has appointed Coles head of programmatic Michael Twomey to lead the roll-out of Australia's first independent addressable media solution.

The solution allows digital advertisers and media buyers to offer targeted content, using people's profiles rather than cookies, across devices and channels on publisher sites across the country.

Flybuys, Australia’s most popular shopping rewards program, has become a foundation client and will allow Signal to use its extensive database to provide more targeteted marketing.

Twomey, who joins as senior vice president and managing director of people-based marketing, tells AdNews this is the first independent addressable media solution that connects open and closed media channels.

“It's taking the efficiency of programmatic, in terms of all the manual tasks and buying media and automating it to the next level,” he says. “This gives media buyers and marketers the ability to target real people, not just cookies with relevant ads across publisher sites and devices in real time.”

Programmatic uses cookies to automate media buying where as the people-based solution offers addressable IDs that are matched acrtoss a variety of sources to build a profile of a consumer.

"It provides that precision - the ability to make relevant advertising to known audiences. Because it targets people rather than cookies it eliminates the guesswork, that waste of overrun targeting of the audience," Twomey adds, adding that all IDs are anonymised using industry standard privacy protocols used by Facebook and Twitter.

Worldwide spending on people-based marketing is expected to double by 2017.

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