News Corp Australia is pitching tactics and the technologies in its showcase for advertisers, D-Coded.
Better targeting, more insights, personalisation and measurement.
The days of relying on old methods of audience targeting, with data fragmentation and heightened privacy concerns, are gone.
“We've got to think about things with a fresh approach,” Lou Barrett, managing director of client partnerships told AdNews. “We're not just reacting where we're actually leading the charge.
“We have this competitive edge around what's happening with the big change in the digital landscape.”
News is “supercharging” its audience intelligence platform, Intent Content, with AI technologies to provide advertisers with advanced data collaboration capabilities through planning, booking and measurement.
The media group is also enhancing its Customer Match advertising targeting capabilities by integrating Google PAIR and LiveRamp ATS Direct.
“Intent Connect allows us to have a really deep understanding of our audiences and what they want,” said Barrett.
“We create ways to connect those audiences with advertiser messages and that creates return on investment for advertisers.”
News Corp also launched Shoppable ScrollX and enhancements to Targeted Time in View (TTIV).
The Shoppable ScrollX ad format converts content into a virtual storefront, allowing consumers to buy seamlessly within editorial content.
Early testing of the format saw a 37% higher click-through rate than existing ScrollX ads, merging high-impact visuals with frictionless buying.
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