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AirAsia Technology Trading Desk

AirAsia launches publisher-side trading desk


By Charlotte McEleny, Asia Editor

July 22, 2016 | 2 min read

AirAsia has partnered with digital agency PHAR to create a platform that will allow advertisers to target travelers across ASEAN on AirAsia’s site and third party sites using travel-related data.

AirAsia trading desk

AirAsia launches trading desk

The ‘PHAR Focus’ platform was soft launched in April but has now been given the green light to launch widely.

According to PHAR, the data captured runs into billions of ‘data events’ and consists of travel behaviour, purchase intent, demographic and lifestyle indicators. Segments created from this data will allow people to target across AirAsia’s website and selected third party sites.

AirAsia group chief commercial officer, Siegtraund Teh, said; “We are excited to partner with PHAR to not only create more opportunities to work with our advertising partners, but also to bring more relevant, personalised and interesting messaging to our guests. This collaboration with PHAR will enable us to capitalise on the information we have to better understand our guests and enhance engagement."

According to PHAR, a core reason for the launch was to ensure control and safety around the site and app data being used.

Prem Bhatia, managing director, Asia, at PHAR said: “As programmatic advertising becomes a top focus for advertisers throughout the region, the importance of quality data at scale is becoming more and more apparent. We are excited to be able to bring an unrivalled data offering that is already delivering market leading performance for our key clients across the tourism, banking and telco sectors in particular.”

The management of the platform will be taken on by PHAR.

AirAsia Technology Trading Desk

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