After adding a facility to allow advertisers access to premium audience segments, Fairfax Media has launched a trade campaign to encourage them to Do more with data.

An engaging animated video explains how the "ridiculously smart people" and a "celebrity mathematician" (that's her, pictured from the video) at the Australian publisher use its customers' data to pitch their ads more effectively through bespoke segments.

It might not be Mars or the moon, but delivers measureable outcomes through "one of the (the country's) biggest and most diverse data pools", reaching a claimed more than 7.1 million people each month (Nielsen Online Ratings December 2015 people 14+ only).

Fairfax recently added the ability for advertisers to access premium audience data segments, in private marketplace programmatic deals. The Fairfax Exchange trading desk gives access to 15 audience data segments built using the publisher's Fairfax's data management platform. Segments include food lovers, those intending to buy a vehicle and "technology mavens".

DRX network and programmatic exchange national sales director Ross Blackam says the addition is market-leading: "We're excited to be able to offer our clients the opportunity to access premium audience data together with premium publisher inventory."

Using real time bidding, advertisers can access programmatic inventory through private marketplaces - offering "select buyers" guaranteed impressions, specific audience buys, customised placements and a variety of targeting solutions - and an open marketplace, available to local and international bidders.

Data commercialisation manager Claire Gibson says the Do More with Data campaign showcases Fairfax's approach to delivering bespoke audience segments, data driven insights and measurable outcomes: "Our team has the expertise to guide clients through the maze of data products available to them and provide sophisticated solutions to maximise digital return on investment," she says.

The animated video outlines the lifecycle of a data-led campaign as well as digital ads utilising time of day retargeting, with the campaign running until March 9.