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

Cannes 2018: The Big Not Easy

This year’s Cannes Lions program is packed full of data, robots, algorithms, voice technology, blockchain, virtual reality, artificial intelligence and machine creativity. But I’m just as interested in more subtle trends and insights.

Richard Brett

CEO, opr

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

You're suggesting that Taylor Swift is a non-brand because we don't know who she votes for, and then you suggest developing brand stories...

Brian 't Hart

Why Gartner thinks brands are too uptight about strategy

Read more

Indeed this is the great article but i will love to recommend you to read the case study of Walamrt for get the more and more customers. ...

Eva Buttler

5 steps to customer intelligence success

Read more

here is the good news now you can find the all adobe products at walmart .. read this news here at https://creditcardsfair.com/

Yasir Abbas

Adobe: Tech architecture, talent stopping companies making the experience shift

Read more

Google is more like a utility. Does a road have a brand? No. Do we use it daily? Of course! And the idea of Taylor Swift as an unbrand be...

Davy Adams

Why Gartner thinks brands are too uptight about strategy

Read more

My father had ALS (amyotrophic lateral sclerosis) for 3 years His first symptoms were weakness in his hands and losing his balance which ...

Janice Tollis

Why Gartner thinks brands are too uptight about strategy

Read more

Latest Podcast

More podcasts

Sign in