A data-only deal has been struck between Mail Brands UK and the programmatic agency.
The deal emphasises the quality and scale of MailOnline's first party data.
The deal is the first of its kind for Mail Brands UK, and will allow Infectious Media's clients to access information on highly specific sections of MailOnline's audience.
MailOnline captures, collects, and segments its own website and app data.
This means that the company can offer clients a high level of transparency, and guarantee that the data is accurate and compliant with privacy regulations.
MailOnline's DMP will pass information directly to Infectious Media's programmatic operating system, Impression Desk.
The data will then be used to enhance the performance of advertising campaign's across the website.
Mail Brands UK General Manager, Programmatic, Hannah Buitekant, said: Clients and agencies are looking for the highest quality audience information in market. With over 66m UK visitors every month, MailOnline has the insight and scale to deliver rich and accurate data on the people agencies and clients want to reach and provide the context that helps them to build effective campaigns and drive return on investment.
Andy Cocker, chief operating officer and co-founder of Infectious Media, said: It is very important for us to access the most accurate data to ensure we target the right audiences. Our partnership with MailOnline is crucial to our clients, who will be the first in the world to take its consumers online activity and use that data to understand and reach relevant audiences elsewhere. Because of the transparency in the source of the data, we can be confident that we are targeting audience segments who are genuinely interested in products and sectors relevant to our clients.
