ACM (Australian Community Media) has partnered with Passendo to enhance its digital newsletter advertising ecosystem across more than 80 regional, rural and suburban titles.
ACM said the partnership makes it the first publisher in Australia to implement Passendo’s ad-serving technology end-to-end.
The move forms part of ACM’s digital growth strategy and will support a revamped newsletter offering across its national network.
Bringing ad tech to the inbox
The integration will allow ACM to offer advertisers greater precision, automation and native integration within its newsletter products.
Tony Kendall, Managing Director at ACM, said newsletters are one of the company’s strongest audience touchpoints, reaching millions of Australians monthly.
“By partnering with Passendo, we are bringing world-class sophistication to our email products. We can now offer our partners hyper-targeted, first-party data-driven opportunities that were previously only available on the web.
“Being the first in Australia to leverage this technology across our Newsletter ecosystem underscores our commitment to leading the way in connecting our partners with communities across digital channels.”
First-party data focus
ACM said the partnership will allow advertisers to access inventory through direct IO, programmatic buying or via a premium publisher marketplace.
The offering will also use ACM’s first-party data to support targeted advertising across audience segments, including agriculture, property, auto, sport, travel and finance.
The company said native ad formats will be designed to sit alongside ACM’s editorial content without disrupting the reader experience.
Passendo CEO and Co-Founder Andreas Jensen said ACM understood the value of the inbox as an advertising environment.
“We are thrilled to partner with ACM as they pioneer our technology in the Australian market,” Jensen said.
“ACM understands that the inbox is a premium, distraction-free environment. By implementing Passendo, they are providing a superior, privacy-first experience for both readers and advertisers.”
The rollout of ACM’s new newsletter packages is already underway.
Main Image: ACM x Passendo