News Corp, realestate.com.au partner on audience data sets

New data sharing partnership set to add fresh consumer insight into New Corp's audience offering for advertisers

News Corp has struck a data sharing partnership with realestate.com.au in a bid to bolster its custom audience products with fresh third-party insights.

The deal will see New Corp’s behavioural, transactional and content consumption data across 12 million Australian consumers combined with similar data from realestate.com.au’s database of 6 million consumers. The bolstered audience offering will be available through the News Connect platform and will allow advertisers to reach the same audience segments across the two online properties.

New Corp chief digital officer, Nicole Sheffield, said News Connect is based on bringing together data sets that identify and target custom audience segments based on what people read, buy and do.

“This enables our clients to connect to audiences with precision across our network of engaged, premium environments,” she said. “It is one of our most successful products and adding market leading realestate.com.au to our stable of data partnerships significantly expands our offering with access to qualified, accurate behavioural audience data from the largest real estate site in Australia.”

REA Group executive general manager of media and content, Elizabeth Minogue, noted the group has 1 million Australians visiting its property site daily.

“These consumers are highly engaged in their property journey – a journey that is driven by life moments triggering new product needs and increased spending on home furnishing, electronics, cars, renovation products and travel,” she said. “Our partnership with News Connect unlocks the power of our data now enriched with even more actionable insights and new product purchase segmentation.”

News Corp joins a growing list of media players actively seeking out data sharing arrangements in order to improve the way they package audiences to advertisers. One of the most prolific media houses to engage in such partnerships to date is Nine, which has struck deals with Data Republic, Equifax and Red Planet.


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

Blog Posts

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Good tips to follow. Thank you!

Anna Travis

5 things every business can do to drive brand loyalty

Read more

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Latest Podcast

More podcasts

Sign in