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

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

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

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in