Mamamia makes audience data available to advertisers through partnership with Krux

MamamiaMamamia is making its audience data segments available to its clients following its partnership with data management platform Krux in April.

The 10 ‘Audience Personas’ provide targeted segmentation to Mamamia’s advertisers with each persona based on behavioural segmentation and content consumption patterns facilitated by the Krux platform.

The 10 audience personas – My Tribe, Modern Family, New Mum, Trending Now, Informed Woman, Live/Laugh/Learn, Real Beauty, Wellness Women, Fashion Fix and Homebodies – are then verified using Mamamia second and third party data.

Mamamia will be able to offer advertisers the ability to buy two targeted tiers of each persona including behavioural – a user that has demonstrated interest and qualified against recent visits and site frequency and intender – a user that has demonstrated high-level interest and has qualified against more rigorous recent visit and site frequency measurements.

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