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 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