How the Guardian is set to leverage broader audience insights

Guardian Australia's head of commercial optimisation and Krux’s country manager talk to CMO about how a new global partnership will open up exciting global opportunities

With digital publishing becoming more globally competitive than ever before, media outlets are looking toward more innovative data management platforms to better understand their audience data and grow its readership base.

Recently, the Guardian Australia announced it partnered with data management platform Krux to work in several international markets, to manage and protects its audience data, as well as creating highly valuable audience segments for its advertisers. Working with Krux globally, the Guardian is set to have the capability to discover new audiences and revenue streams while activating and protecting current, valuable audience data.

The Guardian Australia’ head of commercial optimisation, Phil Eligio, told CMO that having a visual understanding of its audience across the digital landscape really helps the publisher to bring that understanding to life for advertisers and marketers.

“And not only on a campaign by campaign basis, but also through those immersive experience that we’ve built with our partnerships,” he added. “Having a really strong data management platform that sits behind that and supports that process is something that is very important for us.”

The partnership will also see Krux working closely with the Guardian to activate the publisher’s audience potential, helping with audience discovery and data management. Krux will be able to monitor advertisers and associated companies allowing these segments to then be purchased programmatically, providing the Guardian with an additional revenue stream.

According to Eligio, the partnership is integral to remaining competitive and Krux offers an effective platform that enables the publisher to explore those opportunities.

“Working with Krux gives us the opportunity to enrich our understanding and then apply it to our advertising activity,” he said. “A global partnership allows us to define audience understanding and not only how what we do here in Australia but on a global scale.”

Krux Australia and New Zealand country manager, Jo Gaines, explained that at its core, the platform allows its customers, like the Guardian Australia, to organise and manage their first party assets, and then to activate that data.

“So it essentially creates customer or audience segments for targeting with marketing or publishers to offer better targeting to their customers – and there a lot of things you can do within that,” she explained. “You can look at overlap opportunities and reach opportunities. There are a lot of capabilities in the platform to analyse data and look for opportunities to find more people who look like your customers - in a very short snapshot.”

Krux is set to continually help the Guardian globally to help improve its knowledge of its audience and audience targeting, extending the Guardian’s reach to view different geographic locations and other markets,

“One of the key things we’re talking about is the ability to share data in a really safe and secure way,” she said. “So brands can actually come to publishers like the Guardian and say I know what my target audience is and I know what my customers are like, how can we start to share knowledge about our audience and customers, to find more of them – who look like them and act like them.

“Then we can have a much more intelligent conversation about marketing and people-based marketing. It is not just about page impressions and views, but about how we can actually share insights to find real people, across different devices.”

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

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...

Srialto

The rise of online retail marketplaces and what they mean for brands

Read more

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Latest Podcast

More podcasts

Sign in