UM Australia announced a media data integration with marketing measurement start-up Mutinex.
This will include data sharing between UM's data systems and Mutinex's GrowthOS platform, for enhanced data accuracy.
The foundation client is Optus.
“As we move towards a future dominated by data-driven strategies, this collaboration underscores UM's commitment to innovation, privacy, and security," said Adam Krass, UM chief digital, data and tech officer.
Mat Baxter, Mutinex CEO, APAC, said UM and Optus deserve congratulations for pioneering the way media data is supplied.
"Let’s be frank, the more fluid the data supply the more valuable the insight. It’s as simple as that.”
Cam Luby, head of consumer marketing, Optus, said the collaboration marks a significant leap forward in how the telco leverages data.
"By automating the flow of data between UM and Optus technology, we are not just improving our decision-making speed but also elevating the precision and impact of our marketing strategy," said Luby.
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