IndustryAustralia
Flybuys Utilizes First-Party Data Amid Retail Media Growth
Flybuys has more than 9 million active members covering 80% of Australian households. Head of Flybuys media arm Unpacked by Flybuys, Lauren Dulhunty, notes: “As Google continues to work on deprecating third party cookies, our access to first party deterministic data is the biggest superpower” available to retail media. Retail media is expected to grow to $2.8 billion in Australia by 2027.