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    The Brag Media and Playwire extend ANZ partnership

    The Brag Media has extended its exclusive ANZ commercial partnership with Playwire, a global ad tech provider that reaches more than 10 million people in Australia and New Zealand every month. 

    Playwire has over 250 unique audience segments, customisable segment development, and data collection and retargeting capabilities. The Playwire network includes 150+ gaming communities with video and custom media across web, app, in-game, and console, and includes partnerships with names such as Roblox and Minecraft.

    The deal renewal means The Brag Media now offers agencies and clients direct programmatic solutions, and direct IO across Playwire, while Playwire’s proprietary Revenue Amplification Management Platform (RAMP) powers The Brag Media network of publishers to optimise campaign efficiency and minimise media wastage.

    Playwire’s network also provides access to media solutions for movie, TV, and streaming campaigns through sites like Letterboxd, as well as music audiences through sites such as Genius and Discogs.

    The Brag Media general manager, Jessica Hunter, said the partnership was “a huge win for our clients in the gaming space. 

    “This goes beyond just maintaining exceptional advertising – it’s about unlocking new possibilities for our clients to achieve their goals, all while prioritising quality, transparency, and brand safety.” 

    James Haley, EVP of International Sales at Playwire, added: “The Brag Media’s growth over the last year has been impressive, and the choice to partner with them for our growth in Australia was easy.  

    “This partnership underscores our commitment to providing innovative, effective advertising solutions while ensuring quality, transparency, and performance to our advertisers. We’re excited to see the remarkable results this collaboration will bring to our clients and stakeholders.”

    The partnership renewal comes at the same time as The Brag Media has launched its new corporate website, working to improve the user experience for both advertisers and partner stakeholders – with campaign case studies including Adidas, Jim Beam, and Bonds. 

    Hunter said: “The Brag Media’s success lies in understanding a key market need for simplified campaign solutions. Of course, our key media brands are a vital pillar to the business, but we’ve now levelled up and become a cultural media agency and content hub for brands. 

    “The Brag Media’s revamped website communicates this unique proposition to current stakeholders, prospective clients, and the media industry more widely.”

    See also: Crowded House and Angus & Julia Stone headline 2024 Rolling Stone Awards

    The post The Brag Media and Playwire extend ANZ partnership appeared first on Mediaweek.

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