Nine partners with Equifax to boost finance and insurance customer data offering

The media giant is set to leverage Equifax’s rich insights and consumer segments across the Nine Digital network

  • Nine's chief digital and marketing officer, Alex Parsons
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Nine has struck a new strategic partnership with global information solutions company, Equifax, as the publisher looks to further extend its offering to better serve finance and insurance clients.

The deal will allow Nine to leverage Equifax’s insights and combine these with consumer segments across the Nine Digital network. The company said the new offering would allow advertisers to extend their offerings to new audiences.

Nine’s chief digital and marketing officer, Alex Parsons, is a firm believer in first-party data ownership and insight. Since buying Microsoft out of ninemsn and Mi9 in late 2013, the Nine Entertainment Company has been working to build up its internal audience data sets and capability.

Nine's chief digital and marketing officer, Alex Parsons
Nine's chief digital and marketing officer, Alex Parsons

In recent months, Nine has launched a series of key data partnerships with LiveRamp, Data Republic and Red Planet. All are aimed at ensuring it is highly competitive in the data space and able to offer marketers better segmentation and the ability to target the right consumers.

“This new deal with Equifax represents another important partnership helping Nine to build the power of its data offering,” Parsons said. “We believe this new deal will be particularly attractive to marketers and agencies working in the finance and insurance space, who will be keen to leverage the power of Equifax’s rich insights.

“At Nine, we have a data platform-agnostic approach and have been very focused on having a number of successful partnerships with key data players who we believe can give our clients maximum value.”

Through this partnership, Nine will launch Equifax’s extensive descriptive and predictive consumer segments across its online properties. These include news website, nine.com.au, lifestyle and celebrity properties across the 9Honey Women’s Network and TheFix.com.au, as well as sports/fitness properties such as WWOS.com.au and 9Coach.com.au.

“Marketers are facing growing challenges regarding the speed and depth of relevant insights when trying to reach their target audience online," Equifax head of digital and partnerships, Luis Fleita, said. "This partnership enables them to use relevant data and insights to create new customer segments.”

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