Sydney, 23 June 2021- Flybuys, Australia’s most popular loyalty program, and The Trade Desk (Nasdaq: TTD), a global advertising technology leader, today announced a first-of-its-kind partnership in Australia to provide advertisers with unprecedented insight into the impact of their online advertising campaigns on offline and online sales.

This partnership marks the first time that Unpacked by Flybuys’ de-identified sales conversion data, from Flybuys’ more than eight million members, will be made available within a programmatic buying platform. This will allow brands and their agencies to directly apportion the impact of their digital campaigns on sales within Coles and Liquorland and use that insight to drive near real-time enhancements to campaign setup. The result will be more accountable, more efficient, and better performing media.

Harley Giles, Chief Product Officer, Flybuys said: "We are delighted to partner with The Trade Desk to help make its advertising more effective, by providing high-quality conversion data straight from Coles and Liquorland checkouts, in near real-time directly to The Trade Desk platform. The integration will allow brands and agencies to optimise their media investment in a way that was not previously possible.”

This is Unpacked by Flybuys’ first measurement integration with a demand-side platform and marks an exciting new opportunity. Beyond an optimisation solution, this partnership enables easy measurement of how digital campaigns are driving both in-store and online sales conversions.

Key features of this exclusive partnership include:

  • De-identified sales conversion data from Coles and Liquorland will be made available within The Trade Desk’s platform, enabling advertisers a real-time view on the effectiveness of their campaign, across strategies, creative types and audiences.
  • Measured outcomes include both online and offline conversions to ensure advertisers have insights into sales generated by the campaign.
  • Flexibility to collaborate with Unpacked by Flybuys to analyse conversions right down to the individual product, brand or category, to ensure advertisers can measure the right metric for their outcome.
  • Self-serve capability to view conversion data directly in an advertiser’s campaign in The Trade Desk platform to enable timely decision making based on performance.

“We are excited to partner with Unpacked by Flybuys to deliver this incredible opportunity to our partners. Linking media investments to true business outcomes is what all marketers should be striving for,” said James Bayes, General Manager, Australia and New Zealand, The Trade Desk.

“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,” he said.

The partnership will launch beta rollout in August.

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About Unpacked by Flybuys

Unpacked by Flybuys is the B2B data division of Australia’s most popular rewards program. The division partners with media agencies and brands to help them better engage with key consumer segments by seeing the impact of their marketing at every step, using Flybuys’ first party data. The division uses Flybuys’ aggregated audience segments based on members’ de-identified transactional, behavioural and demographic data to offer an end-to-end, highly customisable insights, activation and measurement solution for brands and advertisers for the purpose of improving their online advertising spend. For more information, please visit unpacked.flybuys.com.au or follow us on LinkedIn,

About The Trade Desk

The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.