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.

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