Flybuys deal adds audience segments for News Connext

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Flybuys partners Wesfarmers and Coles will share data on its 8.7 million active members with News Corp under a new agreement.

News Corp Australia announced the agreement - under which flybuys will contribute transaction and behavioural demographic audience segments on a de-identified basis - at its inaugural Decoded virtual marketing event.

The deal creates an additional 360 audience segments within News Connect, bringing its total to more than 2000, and significantly strengthening News Connect's FMCG and retail transactional data capability.

News Corp Australia general manager of data and ad product solutions Suzie Cardwell says the partnership represents a "significant addition" to the measurable and transparent data insights available to clients.

The digital Decoded event showcased how clients to plan, book and measure digital campaigns based on an audience reach of 12 million Australians via 13 data partnerships, social display and advertising formats.

The data segments available could range from a group of the main grocery buyers within households who travel 6km on average to their local supermarket and who dedicate weeknights to simple family meals. Or it could be used to reach groups of health-conscious Australians who regularly purchase vitamins and read wellness-related content with a new health brand that may interest them.

News also announced details of an additional 190 audience segments through a new data partnership with Red Planet.

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