Fairfax, News and Nine join forces to launch digital identity co-op

Trio of Australian media owners strike unique agreement to explore a new audience co-operative aimed at delivering people-based marketing

Fairfax Media, News Corp and Nine have joined forces on a new digital identity co-operative aimed at making people-based marketing a reality across their media properties.

The trio have signed an industry-first memorandum of understanding to explore an Australian anonymised digital identity exchange that will combine their respective identity assets and allow advertisers to target authenticated audiences across all three publishing groups. In total, the three boast of an audience reach of 15 million Australians.

The new co-operative will first undergo a planning and consultation stage before launching in the first half of 2018. The intention is to bring addressable marketing to advertisers across all digital media properties, a move that comes as authenticated digital goliaths such as Facebook and Google take further digital advertising revenue away from traditional media houses.

For News Corp chief digital officer, Nicole Sheffield, collaboration between publishers that moves targeting away from cookies and targeting identities is a no-brainer.

“As Australian content creators, it’s incumbent on us more than ever to ensure our audiences, data, content and now identity are being properly harnessed for marketers by Australians,” she said.

Nine chief sales officer, Michael Stephenson, said the co-operative will allow Fairfax, Nine and News to deliver addressable advertising with greater scale in brand-safe environments.

“This combination of Australian publishers will offer a real alternative to the global players for our advertisers and agency partners,” he said.

Fairfax Media managing director of Australian metro publisher, Chris Janz, also saw the initiative streamlining the way marketers leverage quality data from content publishers to maximise results from advertising.

The news comes just a day after News Corp revealed a new data sharing partnership with realestate.com.au, aimed at augmenting its own audience data sets with insights from the property site’s 6 million users.

Fairfax, meanwhile, is looking to lift its programmatic and digital targeting game by striking a partnership with Google this week to service and support its next-generating digital audience efforts.

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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in