News Corp Australia is integrating Google PAIR and LiveRamp ATS Direct into Customer Match to enhance advertising targeting capabilities.
This data, used in a privacy-compliant way, enables the creation of specific audience segments for activation within News’ network of more than 17 million Australians.
With Google PAIR, News Corp Australia will become one of the first publishers in Australia to integrate the first-party data solution into its Customer Match capabilities.
It will allow marketers, advertisers and agencies to activate their own customer data to News’ audience with ease.
“News Corp Australia is leading the industry in unlocking the value of first-party data," said managing director client product Pippa Leary.
"Our interoperability strategy ensures that brands have the tools they need to reach their customers better than ever, driving superior campaign outcomes.”
Paul Blackburn, director commercial data, video and product, said News Corp's approach to collaboration with leading technology partners fuels innovation.
"This allows us to develop cutting-edge solutions that leverage the power of data while prioritising user privacy," he said.
"Ultimately, it’s about giving clients the tools they need to reach and engage their target audiences in a compliant and effective way.”
News Corp Australia Google PAIR and LiveRamp ATS Direct at D_Coded, the company’s annual digital marketing event for advertising, marketing and media executives.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.