Newscorp celebrated D_Coded this week, the company’s fifth digital marketing event for advertising, marketing and media executives.
D_Coded is a space for execeutives to deliver content recommendations, audience insights, ad targeting and measurement, and SEO to drive audiences through the company’s commercial data capability, Intent Connect.
News Corp Australia has invested in Omnichannel Attribution Suite, delivering top-of funnel brand measures through to bottom funnel transaction measures.
Supercharging this is a new partnership with video effectiveness platform Adgile.
Managing director, national sales, Lou Barrett said the company’s investment and focus on fullfunnel attribution, in digital and physical environments, by identifying intent and delivering outcomes, was fundamental to the Total Commerce solutions unveiled at this year’s D_Coded event.
“In challenging economic times, whether rightly or wrongly, we know that all business investment, including marketing investment, is under the microscope and independently verified measures of success have never been so important,” said Barrett.
Announced at D_Coded was the company’s use of artificial intelligence (AI) to create matches between a client’s products and content across the News Corp Australia network.
Managing director, client product, Pippa Leary, said: “Artificial Intelligence matches a retailer’s products with content on our digital network. We then display these matched products as ‘widgets’ around those relevant articles."
News Corp also unveiled a publisher-first data partnership with Westpac DataX, enhancing the media group's first-party data set.
Westpac DataX provides deep insight into more than 12 million customers and six million daily card transactions through aggregated, de-identified data.
Paul Blackburn, News' director commercial data, video and product, said: “We are proud to be the first Australian publisher to partner with Westpac DataX.
"The agreement between News Corp Australia and Westpac DataX brings together a unique and powerful offering that takes advertising capability to the next level.”
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