Seven partners with AdFixus to provide addressable audiences

by Jasper Baumann | 3 June 2024 | Seven partners with AdFixus to provide addressable audiences (mediaweek.com.au)

The Seven Network is partnering with AdFixus, an Australian identity platform, to provide addressable audiences across all of Seven’s digital properties including 7plus.

AdFixus allows online businesses to personalise customer experiences and optimise advertising without compromising personal information. Through a privacy-centric identifier, consumers gain control over their data, while businesses benefit from visibility and longevity of their audiences across multiple domains.

Seven West Media director of audience development and growth, Andrew Brain, said: “Partnering with an ambitious Australian tech start-up like AdFixus is a fantastic opportunity. We are committed to taking bold steps to enhance our audience proposition and deliver optimal outcomes for our advertising partners.

“With the incorporation of AdFixus’ solution, we can now offer full addressability across our diverse range of digital properties, such as 7plus and 7NEWS.com.au, which will prepare us for any form of signal loss and privacy reform set to land later this year.”

For advertisers, the partnership enables the creation and management of integrated cross-platform digital experiences maintaining full addressability.

Marko Markovic, CEO and founder of AdFixus, said: “Seven’s commitment to delivering privacy-centric addressable audiences aligns perfectly with our mission, and we are thrilled to contribute to their goals. This strategic milestone comes during our most successful year to date.”

Seven’s partnership with AdFixus comes after the network extended its data partnership with Visa, adding three new segments: luxury brands and stores, SMB owners, and seasonal shoppers.

Seven and Visa have previously worked together to build a data solution visualised by 7REDiQ before being made available to advertisers. Marketers can leverage the data to target audiences across Seven’s digital platforms.

“All of this ladders up to our overall strategy to ensure 7REDiQ continues to provide the market with the most advanced, intuitive and innovative guidance when advertisers are seeking maximum efficacy with minimum wastage,” Brain said.

As part of the partnership, Seven will also tap insights from Visa economists to provide foresight on upcoming disposable income.

‍

‍