Coles programmatic pioneer joins Signal as FlyBuys moves to people-based programmatic

Michael Twomey says people-based programmatic an answer to ad fraud

Coles loyalty program FlyBuys has joined with programmatic firm Signal to use its detailed email marketing database across multiple channels allowing it to target people’s actual profiles rather than just the cookies their web behaviours generate.

At the same time, Signal has hired Coles in-house programmatic specialist, Michael Twomey, as managing director of its newly-created, people-based marketing division.

And Twomey has said that moving to people-targeted programmatic would help to address the growing issue of programmatic ad fraud.