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

Designing for a cashless society

More movement has been made toward a cashless society recently, and already we are starting to see enormous implications across our society.

Katja Forbes

Founder and chief, sfyte

Setting advertising objectives for financial performance

I’ll often be talking to clients and at some point say, ‘the most important thing is justifying price’. Then moments later, ‘the most important thing is increasing the size of your customer base’.

Kyle Ross

Strategist, TRP

5 common mistakes to avoid in scalable customer experience

CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.

Tom Uhlhorn

Founder and strategy director, Tiny CX

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Australian Open chalks up strong ticket sales with chatbot

Read more

Hello, where are the explanations of all the levels explained? I'd like to review this with a couple of colleagues. Thanks.

Melinda Gonzalez

CMO launches CMO CX, debuts customer experience maturity assessment

Read more

A great and accurate commentary - today we rarely get true personalisation. On web journeys cookies or logins remember who we are, what w...

Ian Moyse

Salesforce: Personalisation is a long way off what consumers now expect

Read more

Very nice information !! We provide almost every indian satta matka games with fast results. Online Matka play becomes easy with genuine ...

rsgame

Image intelligence:10 must-see infographics for marketers

Read more

One of the best example for email marketing!!This post has completely explained the power of email marketing and how it is beneficial to...

Abhinav Mohan

How email marketing automation is helping this Aussie electrical wholesaler enter the digital age

Read more

Latest Podcast

More podcasts

Sign in