An alliance to share Qantas passenger data has been forged between Fairfax Media’s digital ad exchange and Red Planet, a Qantas loyalty business.
Red Planet will provide the exchange, called Apex, with consumer data from 11.5 million Frequent Flyers to help accurately serve digital advertising.
Apex bills itself as a premium, brand-safe, mobile programmatic exchange. It is a joint venture between Fairfax and Nine, using AppNexus technology.
No one is identified in the data, which will be used for audience segmentation covering attitudes, behaviours, demographics, interests and transactions relating to travel and spending on Qantas’ loyalty products.
Red Planet’s 100,000-strong research panel is part of the deal.
Apex chief executive Pippa Leary said: “Since launching our mobile offering last year, Apex has conducted an exhaustive search for a high-quality data partner.
“We believe the combination of the Red Planet consumer segments with Apex inventory will create a brand-safe environment, allowing media agencies and advertising clients to reach addressable, quality, engaged audiences at scale.”
Red Planet executive manager Vaughan Chandler said: “We have been looking for a media partner that shares our values around privacy and data governance. We are now well placed to drive further innovation in digital advertising and make sure ad buying is more targeted, benefiting brands and consumers.”
The Red Planet segment data will also be available through Fairfax Media and Nine
Entertainment’s own private advertising marketplaces.
Fairfax 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.
“This partnership demonstrates our commitment to driving programmatic excellence and creating a unique combination of premium inventory and consumer data for advertisers.”