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 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
cmo-xs-promo

Latest Videos

More Videos

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in