The Seven Network has announced a strategic partnership with AdFixus, an Australian identity platform. The collaboration, which is now live, aims to provide addressable audiences across all of Seven's digital properties enabling personalised customer experiences without compromising personal information.

The partnership will facilitate the creation and management of unique, integrated cross-platform digital experiences while maintaining full addressability, even in a cookie-less environment. This move is expected to prepare Seven for any form of signal loss and privacy reforms that are anticipated to take effect later this year.

Andrew Brain, Seven West Media Director of Audience Development and Growth, 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."

Marko Markovic, CEO and founder of AdFixus, echoed Brain's sentiments. "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."