Fairfax Media today announced a market-leading addition to its programmatic trading solutions, with advertisers now able to access premium audience data segments, coupled with Fairfax Media owned and operated inventory, in private marketplace (PMP) programmatic deals.

Through the Fairfax Exchange programmatic trading desk, advertisers will have access to 15 audience data segments, built using Fairfax’s Data Management Platform (DMP).

The audience segments leverage Fairfax’s rich and exclusive data sources to target specific audience groups during the purchase cycle, such as food lovers, auto intenders and technology mavens.

Fairfax Media’s DRX network & programmatic exchange national sales director, Ross Blackam, said, “This is a powerful, market-leading addition to our programmatic offering and we’re excited to be able to offer our clients the opportunity to access premium audience data together with premium publisher inventory, and driven by sophisticated programmatic technology.”

Fairfax Exchange is an automated digital marketplace that offers programmatic trading solutions across Fairfax Media’s display, mobile and video inventory.

Using Real Time Bidding (RTB), advertisers can access Fairfax Exchange programmatic inventory through two channels: private marketplaces, which are only available to select buyers and offers guaranteed impressions, specific audience buys, customised placements and a variety of targeting solutions; and an open marketplace, which is available to local and international bidders offering access to non-guaranteed impressions and large scale reach.

Fairfax Exchange reaches a premium digital audience of 7.1million* Australians each month.

* Source: Nielsen Online Ratings December 2015 people 14+ only.