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

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

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.

Thanks for picking this up. We are always happy to add richness to our products and in turn the lives of our followers and fans.

Fitbit Middle East

​Fitbit announces new virtual race platform to enhance customer experience

Read more

Thanks for a very interesting article. B2B marketing seems tricky. I think that marketing plays a vital part - it can build the brand and...

Aaren

From tactical overhead to strategic growth driver: B2B marketing in the digital age

Read more

meanwhile loads of people with digital skills are not finding work or getting an opportunity to be hired?? Double standards perhaps.

Graduate dying on centrelink

Report reveals Australia faces digital skills shortage

Read more

These laws are in one way or other giving businesses to VPN service providers & other cyber utilities. Just read PureVPN claiming 37%...

Paige Hudson

Getting prepared for mandatory data breach reporting

Read more

Great Post.Thanks for sharing such an informative article.I have worked with Ally Digital Media and it has a very good service which is b...

Utkarsh Kansara

Predictions: 17 digital marketing trends for 2017

Read more

Latest Podcast

More podcasts

Sign in