Nine strikes deal with Data Republic to bolster audience targeting

Media giant becomes first major broadcaster to sign up to the data pooling company's offering

Nine has partnered with data exchange provider, Data Republic, in a new deal that sees the media company gain access to targeted grocery buying segments across its network.

In a statement, the company said the agreement allows Nine to access in-store transactional data from Australia’s largest independent grocers’ loyalty program to significantly improve its digital audience targeting capabilities. The data includes five years of itemised basket data across 1600 stores nationally.

This intelligence has been compiled by Data Republic into aggregate grocery segments, which Nine will open up to advertisers in order to improve targeting across the Nine digital network. The group claims to have more than 15.3 million authenticated user IDs.

The deal is the Data Republic’s first partnership with a major broadcaster and publisher and will in time extend across other audience segments, such as banking and retail. The two companies said Nine also hopes to deliver deeper level insights reporting in the medium term.

“This deal is an important one for Nine as it gives us a deeper level of consumer insights than we have ever had, while still protecting the identities of the consumers,” commented Nine’s chief digital and marketing officer, Alex Parsons.

“By being able to marry up users’ offline habits with our existing database, we will be able to allow advertisers to better target their campaigns and achieve better results.”

Sydney-based Data Republic secured $10.5 million in funding in May, money earmarked to bolster its data pooling capabilities as well as extend its reach internationally. Investors included Qantas Loyalty, NAB Ventures and Westpac’s ReInventure Fund.

The startup was founded in 2014 to offer a marketplace for organisations wanting to enrich their own customer insights by tapping into third-party, authenticated data sets.

“With our secure platform, Nine’s data team can access high-fidelity datasets from a range of brands and service providers to unlock insights on purchasing behaviour to strengthen campaign targeting and personalisation,” said Data Republic co-founder and CEO, Paul McCarney.

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

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

I'm looking forward to Marketo moving toward providing these type of engagement metrics. The vision is there - what happens next to the p...

Emily Dick

Marketo CEO: Stop using outdated metrics, start basing marketing on engagement

Read more

Latest Podcast

More podcasts

Sign in