What you need to know: 

• Seven West Media and Flybuys B2B data division Unpacked have inked a partnership that gives marketers the ability to target connected TV audiences. 
• Seven's SWM-iDs, collected from its 6 million signed-in users, will be connected to Flybuys' 8 million-plus members. 
• The move means 7plus audiences can be targeted based on previous purchases.   

Seven West Media has launched a new partnership with Flybuys, connecting the loyalty program's aggregated audiences to Seven connected TV audiences, opening up targeting based on purchase history.

Seven and data partner TEG Analytics will combine their 6 million user IDs, dubbed SWM-iDs, 8 million Flybuys member data. 

The SWM-iDs, alongside Seven's partnerships with TEG, Carsguide, Mastercard and others, are the basis for 7REDiQ, the network's audience intelligence platform that was launched in October last year. 

Kurt Burnette, Seven West Media's Chief Revenue Officer, said: "We set up 7REDiQ with one simple aim: to bring brands closer to their desired audiences than ever before. Connecting Flybuys’ data to our SWM-iDs for activation is an Australian first and an exciting development for marketers."

Data for the Olympics

Nicole Bence, Seven West Media Network's Digital Sales Director, said the partnership comes just as Seven is preparing for the Tokyo Olympics. 

"When the Tokyo Olympics kick off on 23 July, Australians will be able to access 43 channels of Olympics content on 7plus," she said.

"Today’s announcement comes at a perfect time for brands to ... maximise the engagement and scale of the Olympics."

Flybuys has previously announced separate partnerships with Newscorp, TEG Analytics and Nine.