Nine unveils audience data matching advertising options

Nine offers brands and agencies the ability to match up first-party customer data with digital advertising audiences across its digital network

Nine has unveiled two new audience data matching offerings aimed at bridging the gap between a brand’s owned consumer insights and third-party advertising.

Audience Sync allows advertisers or agencies to leverage their own Data Management Platform (DMP) and first-party data to in order to activate pre-determined audience segments across the broadcaster’s digital inventory. The list includes premium brands and products such as 9News, Wide Worlds of Sports, Xbox, nine.com.au, Skype and Outlook.

Audience Match, meanwhile, allows advertisers to match existing or prospective customer data with more than 15 million active unique user accounts across the Nine digital network, so they can better target individuals with specific advertising messages that reflect their relationship with the brand. Nine say it’s also offering advertisers and agencies better potential customer acquisition through audience expansion modelling.

“As a publisher, our role is to connect advertisers with the right audience, at the right time, in a way that creates a meaningful outcome for both parties,” said Nine’s chief digital and marketing officer, Alex Parsons.

“By shifting the focus away from siloed data to using all types of data in a harmoniously and productive fashion, these new data products enable a scalable, yet relevant conversation with consumers around a brand’s product or service.”

The latest audience matching services are among a host of new digital advertising solutions made available by Nine, including programmatic inventory buying and managed solutions.

These new ad offerings come after Nine’s digital division, Mi9, struck a partnership with adtech player, AppNexus, in May to use its platform to open up mobile and desktop digital display inventory across the Mi9 network for automated buying.

Using AppNexus Ad Server, Nine can provide guaranteed delivery, private marketplace and real-time bidding inventory across all of its flagship digital properties as well as Microsoft products, as well as provide forecasting.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

brunson5862@mail.ru

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in