Australian Publishers Form Mobile Exchange Powered By Appnexus
Fairfax Media and Mi9 have announced the formation of the Australian Premium Advertising Exchange (APEX), a joint venture company under the leadership of CEO Pippa Leary, designed to bring a broad and premium mobile programmatic offering to the Australian market.
Launching in early 2015, APEX is Australia’s first brand-safe, content-driven source of mobile advertising inventory; promising buyers all the efficiency of Real Time Bidding (RTB) across an unprecedented quality of inventory from more than 50 well known locally created mobile sites and apps. The premium mobile inventory sold through APEX at launch is expected to comprise mobile properties owned and operated by Fairfax and Mi9, in addition to third party publishers such as Daily Mail Australia.
APEX is transformative for the Australian programmatic market, which is forecast to grow to $1.4Bn by 2018. The opportunity for advertisers to target mobile audiences through local content, produced by local publishers for a local audience is expected to drive further significant growth.
APEX is powered by AppNexus, the world’s largest independent advertising technology company, serving publishers and advertisers in 23 countries.
Marc Barnett, Mi9 chief operating officer and inaugural chairperson of the APEX joint venture, said he was excited to be working in partnership with Australia’s top publishers to launch this exchange to market.
“Advertisers have told us they want the efficiencies of real-time bidding, but they want certainty that their ads will appear in brand safe environments next to quality Australian content. This new mobile exchange gives advertisers a single platform to execute campaigns to a valuable premium and engaged audience, on a scale offered nowhere else in the local market. APEX is the new benchmark, combining brand safety, volume and value,” said Barnett.
Fairfax Media Commercial Director, Tom Armstrong, said: “The publisher coalition model has been proven effective in Europe and we are delighted to bring it to Australia at a time of dramatic growth in this market. There has long been a need for an environment that offers premium mobile inventory at scale and this exchange directly responds to what our advertisers have been telling us. Advertisers can now receive unprecedented access to premium Australian audiences on the go, at scale, and in a truly efficient way.”
Daily Mail Australia chief revenue officer, Melanie Scott, said: “Our clients want efficiency, but we also know they’re increasingly concerned about the risks of automated ad placement. I’m pleased that DMA inventory is being sold through a partnership that is solving this problem.”
All participating publishers in APEX will maintain their unique, direct sales operations with a portion of their inventory flowing into the exchange for bidding by agencies. Inventory from these leading publishers will be ‘brand-safe’ in that it is high quality, professionally created content.
Fairfax and Mi9 today also announced Pippa Leary as CEO of APEX. Leary has more than 20 years’ experience in digital, media and marketing, most recently as Fairfax Media’s director of strategy and market insights, responsible for setting the strategic direction for the division across print, online, mobile and other new platforms.
Prior to this role, Leary was the managing director of the media division at Fairfax Digital with responsibilities including sales, product development, syndication, strategy and marketing. Leary also spent five years in senior roles at ninemsn including Lifestyle business manager and network services director.
Speaking on Leary’s appointment, Barnett said: “Pippa is an experienced media executive with a strong understanding of the Australian digital market. The board members and I will work closely with Pippa as she leads the launch of Australia’s premium exchange.”
Leary said: “This is a milestone in the Australian digital media industry. To have three of Australia’s leading online content publishers come together to offer the local advertising industry a marketplace where only high quality, locally managed digital advertising inventory is assured, is very powerful.
“I’m looking forward to working with the publishers, AppNexus and media agencies to launch Australia’s largest, fully premium mobile exchange.”
Latest News
The Power Of Nostalgia: Reinvented Macca’s Chant Gets Aussies Singing
If you, like most of the country, can’t seem to get the iconic Big Mac chant out of your head and have been seriously craving a famous burger over the last few weeks, you have experienced first-hand the success of the latest Macca’s Big Mac campaign. Bringing back the iconic chant and last week introducing […]
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
The 71st Sydney Film Festival has announced that it will present the World Premiere of Midnight Oil: The Hardest Line for its Opening Night Gala on Wednesday, June 5, at the State Theatre, followed by a post-screening celebration in the Sydney Town Hall. The Hardest Line tells Midnight Oil’s trailblazing story for the first time […]
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
IntelligenceBank, the platform that empowers global marketing teams to go to market faster, maintain brand integrity across channels and maintain legal compliance, is pleased to announce open entries for the 2024 Brandies. Once again, the Brandies will celebrate the brilliant brand work produced by marketing and brand heroes worldwide. Past winners included marketing teams from […]
The Fred Hollows Foundation Appoints Ardent For PR
The Fred Hollows Foundation has appointed Ardent, an independent full-service agency, to lead its upcoming public relations campaign, concluding a competitive pitch process. The exciting partnership will see Ardent support The Foundation across earned media relations, ambassador procurement, influencer engagement, and social media amplification for their two major community fundraising events in 2024. With an […]
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Fiverr International Ltd. has released its 2024 Business Trends Index, which is compiled from trending searches for freelance digital services on Fiverr’s platform. Among the millions of searches on the marketplace over the past six months, AI, eCommerce and social media marketing all saw significant increases. The Index shows that businesses are seeking out skilled […]
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
oOh!media has launched Perth’s first 3D anamorphic billboard. Located in Yagan Square, the billboard will display ads for local science museum Scitech, created by oOh!’s creative innovation hub POLY. Richard Moore, production and content director, POLY, said: “oOh! continues to invest in adding scalable 3D and 3DA technology to our digital network across Australia. It […]
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
Crown Resorts and MasterChef Australia are setting the table to welcome fans and foodies to a new pop-up restaurant and unique dining experience called ALUMNI at Crown Melbourne, the first of its kind in the Southern Hemisphere. ALUMNI will see a rotating cast of MasterChef Australia alumni at a pop-up restaurant for a limited time, […]
Amanda Laing Announces Resignation From Foxtel Group
The Foxtel Group has announced that Amanda Laing, Foxtel Group chief commercial and content officer and BINGE managing director, has resigned and will be leaving the Group later this year. “Since joining the Foxtel Group in 2018, Amanda has been instrumental to the Foxtel Group’s content strategy and has played a key leadership role in […]
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
After more than 100 years, Australians will hear from the Anzacs of Gallipoli in their own words. Tomorrow, Thursday April 25, in an Anzac Day eight-page special, News Corp Australia’s state and regional mastheads will publish The Lost Letters. Kept safe by the Australian War Memorial, the hand-written letters have been transcribed for this special. […]
Howatson+Company Acquires Akkomplice
Coinciding with the 10th anniversary of the agency, Akkomplice has joined Howatson+Company. Akkomplice was founded in Melbourne by Kenny Hill in 2014 after leadership roles with JWT, DDB and M&C Saatchi. Since then, the independent creative agency has worked with leading brands, including Kellogg’s, Darrell Lea, Mercedes-Benz, Sirena, Slater & Gordon, Pringles, Choice Hotels, Wesfarmers […]
Google Delays Third-Party Cookie Deprecation Again
Google has announced that it will be delaying the end of third-party cookies on Chrome potentially into 2025. Google said that there were “ongoing challenges” with the deprecation plans, related to “reconciling divergent feedback from the industry, regulators and developers.” It had been planned to finally kill the cookie in the “second half of Q4” […]
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Marketing advisory, strategy, and analytics company Forethought have revealed that only 3.3 per cent of Australians ranked education as the top priority for the Federal budget, falling well behind areas such as cost of living (53 per cent), healthcare (13 per cent), and housing (13 per cent). When it comes to education in particular, universities […]
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
Charity organisation Cancer Chicks has launched a powerful new brand platform and campaign, FUCC It, empowering young women living with cancer and gathering support from everyday Australians. “FUCC It”, developed via an integrated partnership between Initiative IMPACT and MBCS, aims to become a cultural catchcry to empower young women not to let cancer, severe chronic […]
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.