Fairfax, News and Nine join forces to launch digital identity co-op

Trio of Australian media owners strike unique agreement to explore a new audience co-operative aimed at delivering people-based marketing

Fairfax Media, News Corp and Nine have joined forces on a new digital identity co-operative aimed at making people-based marketing a reality across their media properties.

The trio have signed an industry-first memorandum of understanding to explore an Australian anonymised digital identity exchange that will combine their respective identity assets and allow advertisers to target authenticated audiences across all three publishing groups. In total, the three boast of an audience reach of 15 million Australians.

The new co-operative will first undergo a planning and consultation stage before launching in the first half of 2018. The intention is to bring addressable marketing to advertisers across all digital media properties, a move that comes as authenticated digital goliaths such as Facebook and Google take further digital advertising revenue away from traditional media houses.

For News Corp chief digital officer, Nicole Sheffield, collaboration between publishers that moves targeting away from cookies and targeting identities is a no-brainer.

“As Australian content creators, it’s incumbent on us more than ever to ensure our audiences, data, content and now identity are being properly harnessed for marketers by Australians,” she said.

Nine chief sales officer, Michael Stephenson, said the co-operative will allow Fairfax, Nine and News to deliver addressable advertising with greater scale in brand-safe environments.

“This combination of Australian publishers will offer a real alternative to the global players for our advertisers and agency partners,” he said.

Fairfax Media managing director of Australian metro publisher, Chris Janz, also saw the initiative streamlining the way marketers leverage quality data from content publishers to maximise results from advertising.

The news comes just a day after News Corp revealed a new data sharing partnership with realestate.com.au, aimed at augmenting its own audience data sets with insights from the property site’s 6 million users.

Fairfax, meanwhile, is looking to lift its programmatic and digital targeting game by striking a partnership with Google this week to service and support its next-generating digital audience efforts.

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

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

What does it take to be an innovation leader?

To thrive in an increasingly complex and unpredictable new world, organisations will need to innovate, and leaders will require the necessary skills to do so. Here,

Evette Cordy

Co-founder, Agents of Spring

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

it is very informative and quality of the Furniture NZ i liked it and share on my wall

EveGreen

How Fantastic Furniture is making omni-channel retailing a reality

Read more

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

An article largely re-purposed from things other people have said 5+ years ago – what's more, they said it better.

hogwash

The purpose of purpose - Brand science - CMO Australia

Read more

talking about the 4 p's:https://www.tripleclicks.co...

kigoma divin

The purpose of purpose - Brand science - CMO Australia

Read more

Interesting blog, good information is provided regarding Design Thinking For Business Strategy. Was very useful, thanks for sharing the b...

Tanya Sharma

Is design thinking the answer for the next generation of marketing?

Read more

Latest Podcast

More podcasts

Sign in