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Audience Extension Branding Media

Mail Brands UK opens up data to let advertisers target users elsewhere on the web in new programmatic deal


By Jessica Goodfellow, Media Reporter

July 25, 2016 | 3 min read

Mail Brands UK has struck a deal with programmatic agency Infectious Media to build out its audience extension capabilities. It will now allow advertisers to take its consumers’ online activity and use that data to understand and reach relevant audiences elsewhere online.


The new deal takes advantage of MailOnline’s huge scale.

Infectious Media’s clients - which include Adidas, John Lewis and Expedia - will be able to take advantage of MailOnline’s huge scale to understand the activity of a range of audience segments, and then target these audiences elsewhere on the internet.

MailOnline will collect and segment its own website and app data as part of the deal to ensure that its information is both accurate and compliant with privacy regulations. This transparency also means advertisers can be assured they are targeting audience segments relevant to their brand, according to the publisher.

Until now, this data was available only alongside a purchase of inventory but this deal means that MailOnline’s Data Management Platform (DMP) can pass the information to Infectious Media’s programmatic operating system, Impression Desk, where it can be used to buy across any media to enhance the performance of campaigns.

The publisher assures The Drum that “stringent procedures are in place” to ensure that Infectious Media will not build up its own third-party database using MailOnline’s first party data. A spokesperson added: “The fact that the data is passed directly to Infectious’ DSP also helps to protect it.”

It is Mail Brands UK’s move to build on its audience extension capabilities, which allows the publisher to use its wealth of first party data to monetise its audiences beyond its owned and operated sites. Infectious Media will pay for Mail’s data on a cost per thousand (CPM) basis.

Mail Brands UK general manager of programmatic, Hannah Buitekant said: “Clients and agencies are looking for the highest quality audience information in market. With over 66 million 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.”

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