What you need to know:

• Deal gives IPG access to 8 million loyalty members' anonymised buying data.
• It will combine that with Axciom's 19 million-strong data base to give brands and its agencies an edge in finding the most suitable audiences.

Flybuys has struck a data sharing partnership with IPG. The deal, via Kinesso, means the ad holding company gets access to de-identified segmented transactional data across 8 million loyalty members.

Kinesso will also overlay the 'Unpacked by Flybuys' data with Axciom's Infobase (19 million people) in a bid to give brands and agencies sharper info on consumer buying patterns, and an edge in programmatic marketplaces.

“As we move beyond cookies, this partnership is suitably placed to offer clients the depth and scale of data required for customer insights and media addressability in an anonymised, safe and privacy-first way," said Flybuys Chief Product Officer, Harley Giles.

“Mediabrands’ clients will now have unique access to people-based data, not cookies or device-based insights," said Tom Edmonds, Head of Data Solutions at Kinesso. “The data will be integrated into Mediabrands agency planning and buying tools, allowing for a seamless solution from strategic insights into activation.”