Flybuys unpacks sales data with The Trade Desk

News 23 Jun 2021 - 2 min read

Flybuys unpacks sales data with The Trade Desk

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Tags: flybuys The Trade Desk James Bayes performance marketing Coles

For the first time, Flybuys has partnered with a programmatic buying platform – The Trade Desk – to allow advertisers a direct view over how effective their digital campaigns are in Coles and Liquorland stores.

What you need to know:

Flybuys and The Trade Desk have launched a partnership to deliver realtime campaign results from sales within Coles and Liquorland.
It is the first time Unpacked by Flybuys has partnered with a programmatic buying platform.
Flybuys will share deidentified sales conversion data and allow advertisers to have a real-time view of the effectiveness of their digital campaigns on in-store and digital sales.

One of Australia’s largest loyalty programs, Flybuys, has it will share de-identified sales data with The Trade Desk – the first time it has partnered with a programmatic buying platform.

From August, when the beta rollout launches, advertisers using The Trade Desk will have access to the sales conversion data from more than 8 million members through Unpacked by Flybuys.

Advertisers will have a real-time view of the effectiveness of their campaign across strategies, creative types and audiences, James Bayes, General Manager ANZ of The Trade Desk, said.

They will also be able to measure online and offline conversions specific to the individual product, brand or category.

“Linking media investments to true business outcomes is what all marketers should be striving for,” Bayes said.

“This first-of-its-kind partnership delivers exactly that with further capacity to optimise campaigns in real-time based on closed-loop measurement. This partnership is clear evidence of our commitment to helping marketers, who are becoming more data-driven, make smarter decisions and demonstrate the link between their media investment and real-world outcomes.”

Brands and agencies will be able to directly view the impact of their digital campaigns on in-store and digital sales within Coles and Liquorland and make real-time changes to campaign set-up.

It marks the first time Unpacked by Flybuys, the loyalty program’s B2B data division, has integrated its data with a demand-side platform

“The integration will allow brands and agencies to optimise their media investment in a way that was not previously possible,” Harry Giles, Chief Product Officer at Flybuys, said.