Next-gen data management platform (DMP) Krux has announced its selection as the Guardian Australia’s DMP of choice.

The global publisher will work with Krux in several international markets, including Australia, to manage and protect its audience data, as well as creating highly valuable audience segments for its advertisers.

Working with Krux, the Guardian will have the capability to discover new audiences and revenue streams while activating and protecting current, valuable audience data. Growing its audience to become the sixth most read online news site in Australia since its local launch in May 2013, the Guardian’s investment in its Australian audience data will allow the publisher to continue nurturing this already loyal following, providing them with a premium brand experience, while also building further relationships with its advertisers and clients.

“Our partnership with Krux is another important milestone in further expanding our brand and branded partnership strategy in Australia,” said Phil Eligio, head of commercial optimisation, Guardian Australia. “Krux’s services provide us with the capabilities to get closer to our audience data than ever before, maximising our offering to advertisers looking to reach a digital-first informed audience.”

The partnership will also see Krux working closely with the Guardian to activate the publisher’s audience potential, helping with audience discovery and data management. Krux will be able to monitor advertisers and associated companies allowing these segments to then be purchased programmatically providing the Guardian with an additional revenue stream.

“We are thrilled to now be working with one of the leading global publishers here in Australia,” said Jo Gaines, country manager, Krux Australia and New Zealand.

“In Australia, there is a real appetite for publishers that can deliver more meaningful, targeted experiences to readers through its advertising partnerships.  The Guardian has always been a pioneer in the publishing space and we are delighted to be a part of further enhancing its offering, delivering premium experiences to advertisers and its readers.”