Fairfax Media’s automated digital marketplace, the Fairfax Exchange, has launched a programmatic offering across its premium mobile and desktop advertising inventory.
The Fairfax Exchange has partnered with Cadreon, the trading desk arm of IPG Mediabrands, for the initial launch.
The Fairfax Exchange, which launched in July this year, uses the AppNexus real time bidding platform to offer advertisers access to more than 300 leading Australian brands, that deliver a premium digital audience of 7.9 million* Australians per month.
Fairfax Media Trading Desk commercial manager Lee Callagher said: “Up until now, the programmatic market has been predominantly trading standard media formats. Adding rich media to our programmatic offering reinforces Fairfax Media’s commitment to providing our clients with a premium environment and a broader product range that caters for a wider level of demand.”
Cadreon general manager Jessica White said: “The ability to trade rich media provides Cadreon and our clients with a great benefit – the availability of far more premium inventory in rich media. This equates to greater choice and further diversifies our programmatic offering. We are very happy to be partnering Fairfax in this new venture.”
The Fairfax Exchange provides access to Fairfax Media’s programmatic inventory, through AppNexus, in two ways: via a Private auction, which is only available to select buyers and offers guaranteed impression volumes, specific audience buys, customised placements and a variety of targeting solutions; and an Open auction, which is available to any potential bidders and provides access to non-guaranteed impressions, and large reach.
Source: * emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending Aug 2014, Nielsen Online Ratings Aug 2014, People 14+ only.