Programmatic ad exchange Australian Premium Exchange (APEX) has signed up Qantas’ loyalty business, Red Planet, as its data partner to enhance its advertising inventory with detailed consumer insights.

A joint venture between Fairfax Media and Nine, APEX is Australian brand-safe, mobile programmatic exchange. Powered by AppNexus, APEX offers premium mobile inventory from more than 120 local mobile sites and apps, with real time bidding and a brand-safe environment.

The partnership will combine premium advertising inventory with Red Planet’s customer data, derived from more than 11.5 million consumers who are members of the Qantas Frequent Flyer program to create and offer high quality, audience segments at scale.

Red Planet brings rich and varied de-identified aggregated consumer data, such as attitudes, behaviours, demographics, interests and transactional data. It includes travel and general spending insights from the Qantas Loyalty portfolio.

That data is supplemented with insights from Red Planet’s 100,000-strong member research panel and provides a new level of accuracy to the market, as well as superior targeting and reporting.

“This partnership with APEX is an exciting first for Red Planet, allowing advertisers to combine our data with premium inventory in a programmatic marketplace,” said Vaughan Chandler, executive manager of Red Planet.

“We have been looking for a media partner that shares our values around privacy and data governance and by working together, we are now well placed to drive further innovation in digital advertising and make sure ad buying is more targeted, benefiting brands and consumers.”

Pippa Leary APEX CEO

Since it was launched last year, APEX has been on the hunt for a suitable data partner said APEX CEO Pippa Leary.

“We were impressed by the breadth and quality of Red Planet’s consumer insights gained from access to Australia’s largest airline membership program which has existed for nearly 30 years,” Leary said.

“We believe that the combination of the Red Planet consumer segments with APEX inventory will create a brand-safe environment allowing media agency and advertising clients to reach addressable, quality, engaged audiences at scale for the first time.”

The Red Planet segment data will be available through Fairfax Media and Nine Entertainment’s own private marketplaces (PMPs), as well as APEX.

Fairfax Media commercial and marketing services director, Tom Armstrong, said: “One of our key aims when creating APEX was to set up a beachhead of innovation in the programmatic advertising sector. We believe this landmark Red Planet partnership demonstrates our commitment to driving programmatic excellence and creating a unique combination of premium inventory and consumer data for advertisers.”

Nine’s chief digital and marketing officer, Alex Parsons, said: “Data partnerships, such as this deal with Red Planet, help us ensure we are able to offer a deep level of consumer insight that advertisers require. It is the combination of world class content, real audiences and deep data that provides us, through partnerships such as APEX, an additional competitive advantage in the ability to communicate to consumers at scale in brand safe environments.”

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