News & Opinion

Mail Brands UK strikes data-only deal with Infectious Media

The deal, the first of its kind for Mail Brands UK, allows clients of Infectious Media - a specialist programmatic agency - to access reliable, detailed information on a range of highly specific segments from MailOnline's audience.

By collecting and segmenting its own website and app data, MailOnline offers clients a high level of transparency, while guaranteeing that its information is both accurate and fully cleared for adherence to privacy regulations.

Until now, this data was only available alongside a purchase of inventory. This deal means that MailOnline's Data Management Platform (DMP) can pass the information to Infectious Media's programmatic operating system, Impression Desk, where it can be used to buy across any media to enhance the performance of campaigns.

Hannah Buitekant, general manager of programmatic at Mail Brands UK, said: "Clients and agencies are looking for the highest quality audience information in market. With over 66 million UK visitors every month, MailOnline has the insight and scale to deliver rich and accurate data on the people agencies and clients want to reach and provide the context that helps them to build effective campaigns and drive return on investment."

Andy Cocker, COO and co-founder of Infectious Media, added: "It is very important for us to access the most accurate data to ensure we target the right audiences. Our partnership with MailOnline is crucial to our clients, who will be the first in the world to take its consumers' online activity and use that data to understand and reach relevant audiences elsewhere. Because of the transparency in the source of the data, we can be confident that we are targeting audience segments who are genuinely interested in products and sectors relevant to our clients."

by Jessie Sampson 26/07/16

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