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    Val Morgan Digital tackles cookie demise via partners with Audigent

    Val Morgan Digital has partnered with data platform Audigent on a suite of tools and data management platform (DMP) capabilities for collecting audience insights across its portfolio.

    That suite of brands includes Fandom, BuzzFeed, LADbible Group, POPSUGAR, The Latch, GameSpot, and Tasty, which collectively reach 4.25 million 14-39-year-olds monthly.

    The partnership works to give brands that advertise across Val Morgan Digital the ability to identify and buy a single specific audience across its suite of brands. As the cookieless world gets closer, the partnership will mean Val Morgan is able to take Audigent’s data and overlay it with in-market and high-affinity segments.

    “Advertisers’ first goal is often to achieve scale, which is something that Val Morgan Digital has accomplished without issue,” said Liam O’Meara, national sales director of Val Morgan Digital. “Where Audigent helps us is gathering insights from all our on-site visitors and helping us activate them across our portfolio of sites.

    “We’ve been very proactive with solving the challenge of moving into a cookieless world. Now, we have added potency across our inventory to match advertisers with the audiences they want to reach and deliver better outcomes.”

    Jake Abraham, chief commercial officer at Audigent, added: “Publishers like Val Morgan have access to an incredible amount of first-party consumer insights that are incredibly powerful for advertisers today and into the future.

    “This partnership will enable Val Morgan Digital to unlock the value of a next-gen DMP and yield meaningful value for their web properties and advertisers alike.”

    Last week, Val Morgan Digital released the findings of a research study conducted in April via Conjointly, which delved into the spending and saving habits of over 1,000 Gen Z and millennial Australians.

    The study uncovered the impact of a growing phenomenon called ‘money dysmorphia’, a distorted view of a person’s financial health which can lead to harmful financial behaviours.

    See also: Val Morgan Digital uncovers Gen Z and millennials’ spending habits

    The post Val Morgan Digital tackles cookie demise via partners with Audigent appeared first on Mediaweek.

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