CMO

Nine partners with LiveRamp to boost audience targeting capabilities

The media giant becomes the first Aussie-owned publisher to gain access to the data tech company's global third-party audience data ecosystem
Nine's chief digital and marketing officer, Alex Parsons

Nine's chief digital and marketing officer, Alex Parsons

Nine is claiming an Australian first after striking a deal with Acxiom subsidiary, LiveRamp, to leverage its audience data sets in order to boost custom audience targeting capabilities across the Nine media portfolio.

The partnership allows marketers and their agencies to use their own first-party data, including offline data, to target known customers, in a privacy compliant manner, across the Nine Digital network.

Through LiveRamp, marketers will have access to Acxiom’s third-party audience offerings including custom audience development and 600-plus custom audience segments that can be targeted across all of Nine’s major digital properties.

“We are very pleased to be the first local publisher to sign on to LiveRamp’s Connect Platform,” Nine's chief digital and marketing officer, Alex Parsons, said. “Over the past two years, we have reviewed our data strategy and completely rebuilt our offering with partnerships that include the likes of Data Republic, Red Planet and Adobe.

"This partnership gives Nine access to one of the world’s leading data technology infrastructure capabilities and enables marketers to achieve privacy-compliant precision targeting capabilities across Nine Digital’s inventory of display, mobile and video.”

In a recent interview with CMO, Parsons said there are two threads to Nine’s data strategy: Lifting advertising effectiveness for clients across its media properties through better targeting and optimisation against audience segments; and improving end-user engagement with better content creation and personalisation from a marketing and publishing perspective.

Work to date has stretched from building an internal data lake and centralised access interface, to investing in the AppNexus Publisher Suite to power its programmatic advertising network, and rolling out Adobe’s Audience Manager DMP for execution and management, providing consumers with increasingly personalised content.

Every CMO and CEO wants to have a data repository where every single piece of information about a customer is aggregated, stored and seamlessly accessible in one interface not just for internal purposes, but also for marketing, Parsons says.

“That’s the big audacious goal,” he told CMO. “We believe creating owned and operated data set is important for us now, and super important in the future.”

Nine’s properties include leading news website nine.com.au, lifestyle and celebrity properties across the 9Honey Women’s Network and TheFix.com.au, as well as sports/fitness properties such as WWOS.com.au and 9Coach.com.au.

“Nine are innovating to provide its consumers and advertising clients an enhanced data lead solution,” Acxiom’s APAC Emerging Market managing director, Dean Capobianco, said. “Advertisers in the Australian market can now develop high-value audiences from insight-rich offline CRM data and use LiveRamp to activate segments across Nine’s digital properties.”

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