Programmatic agency Amnet and Aussie women’s website Mamamia have teamed up to launch an exclusive strategic planning and programmatic offering in Australia that will give Dentsu Aegis Network clients exclusive access to data and insights on female audiences.

Leveraging bespoke data integrations, Dentsu Aegis Network clients can tap into Mamamia’s influential audiences both on and off MWN-owned properties.

Data-driven segments called Mamamia Mavens enable marketers to drive personalised messaging, optimise campaigns and discover incremental audiences and scale. Clients can also develop bespoke audiences in combination with Maven segments to meet specific campaign objectives.

Additionally, the newly-formed partnership provides priority access to BROAD, Mamamia’s communications agency that connects and accelerates the relationships that brands have with women.

Indy Khabra, managing director for Australia and New Zealand at Amnet, said: “Access to informative real-time insights and high-performing, highly relevant audiences enables our clients to activate smarter campaigns programmatically, achieving better results and lifetime value, ultimately helping brands create a better consumer experience for women.”

Simon Williams, group head of product and partnerships at Amplifi (the global investment and media management division of the Dentsu Aegis Network), said: “This is a market-first client solution in true partnership with Mamamia and BROAD.

“These unique solutions are not just advertising campaigns – they’re strategically sound blueprints that will accelerate our client’s relationship with women.

“The objective is simple: to provide our clients with an unprecedented understanding of and access to female consumers, coupled with the programmatic ability to create custom actionable personas and audience groups on and off Mamamia properties.”

Claire Harrison, commercial director at MWN, said: “By offering rich, data-driven insights to inform marketing and product strategy, BROAD and Mamamia provide a better understanding of behavioural trends and content consumption.

“We’re thrilled to partner with Dentsu Aegis Network and Amnet to enable leading brands to accelerate the relationship they have with women.”