NZME has launched a full in-house programmatic sales team dedicated to its advertising agency partners – the day after KPEX announced its closure.
It's first major New Zealand publisher to deploy a Data Management Platform from its data lake, combining solid longitudinal data of audience behaviour and customer segments at scale.
The new NZME in-house programmatic sales team and trading desk will be operational from Tuesday 17 September and will be led by NZME group investment director Andy Taylor.
In the announcement, he said it brings a new level of value to audiences based on a range of actions across audio, text, video and e-commerce environments.
"Without doubt, this puts NZME in an enviable position with multiple channels to access audiences in local markets across radio, print, digital, events and digital audio via iHeart Radio. We have more layers of media channels in more markets than any other media company in New Zealand."
Just yesterday, news came that KPEX —the Kiwi Premium Ad Exchange consortium created in 2015 by Stuff, NZME, MediaWorks and TVNZ — is set to close.
The four media groups, who are all equal shareholders in KPEX, made the decision due to changing market demands and shareholder priorities.
In other NZME news, Australian publication The Australian has reported the NZME - Stuff merger plans may be back on.
It reported NZME had asked the Government about the possibility it could intervene after the Commerce Commission declined authorisation of the merger in 2017. The companies have since been unsuccessful in getting that decision overturned by the courts.
NZME is not commenting on The Australian's speculation and Stuff's Australian owner Nine would also not comment.
Stuff chief executive Sinead Boucher did say the merger is not on its agenda.