The goal is integrated data offerings set new standard for multichannel audience insights, segmentation and media planning: Fox Audience Network and WPP announced a partnership to provide marketers with more accurate and in-depth info to increase the effectiveness of their digital marketing investments. FAN will work with units of WPP’s Kantar and WPP Digital to provide marketers with better insight across inventory aggregated by both FAN and the Media Innovation Group of WPP Digital.
Fox Audience Network’s existing network allows marketers to bid on inventory according to specific demos across more than 700 third-party publisher sites. It is a self-serve ad platform used by more than 30,000 advertisers. It is in the top 10 ad networks, with about 155 million unique visitors per month.
Note that Omnicom Media Group also signed with FAN last month to create what they are calling Living Segments, an online ad targeting and buying platform.
WPP companies will gain access to FAN’s Audience Segmentation service to enrich their insights, planning and measurement offerings. The enhanced services will enable WPP clients to understand and reach highly customized yet anonymous groups of consumers who share relevant interests, such as autos, games, movies or music. In addition, FAN will gain access to deep consumer insights from Kantar, the research arm of WPP, broadening the info available in its Audience Segmentation platform.
“In working with WPP, we gain a valuable partner as we extend our Audience Insights platform, which already covers more than 80% of online consumers in the U.S., into the most comprehensive audience analytics service in the industry,” said Adam Bain, President of Fox Audience Network. “Together, we will create new insights for marketers about who is visiting their digital properties and how particular audience segments are responding to marketing messages.”
Specifically the partnership includes the following:
•Compete, a division of Kantar Media, will integrate enhanced features from FAN’s Audience Insights platform into its Compete PRO offering, the leading online measurement and digital intelligence service (found at www.compete.com).
•WPP Digital’s Media Innovation Group will incorporate elements of the FAN media planning suite into ZAP, its proprietary digital advertising platform.
•FAN will aggregate additional retail and other information on an anonymous basis from Kantar Media into its Audience Insights platform to provide more robust audience segments to advertisers.