The Guardian has announced its partnership with Krux, a cloud-based data management service, across a number of markets including Australia. As well as managing and protecting existing audience data, the agreement will create audience segments for The Guardian’s advertising partners. The deal will allow the Guardian to discover new audiences and revenue streams, while activating current data for a more targeted advertising experience.
“Our partnership with Krux is another important milestone in further expanding our brand and branded partnership strategy in Australia,” said Phil Eligio, Head of Commercial Optimisation, Guardian Australia. “Krux’s services provide us with the capabilities to get closer to our audience data than ever before, maximising our offering to advertisers looking to reach a digital-first informed audience.”