Mail Brands UK Opens Up Data for Programmatic Targeting
- Monday, July 25th, 2016
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Mail Brands UK has signed a deal with programmatic agency Infectious Media, enabling advertisers to use its targeting data elsewhere around the web to build audiences and reach a massive number of consumers.
MailOnlines data management platform will collect and segment its own website and app data before passing it on to Infectious Medias programmatic operating system, where advertisers will be able to use it to buy across any media.
Previously, this data was only available alongside a purchase of inventory on DMGs own family of websites, in order to create targeting segments within its readership. The deal will enable Infectious clients, which include Adidas, John Lewis and Expedia, to take advantage of DMGs huge scale.
“Clients and agencies are looking for the highest quality information in market,” said Hannah Buitekant, general manager of programmatic for Mail Brands UK. “With over 66m UK visitors every month, MailOnline has the insight and scale to deliver rich and accurate data on the people agencies and clients want to reach and provide the context that helps them to build effective campaigns and drive return on investment.”
According to Mail Brands UK, stringent procedures will be put in place to ensure that walls remain between Infectious Medias third-party database and MailOnlines first party data, in order to follow data protection laws.
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