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!

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

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in