D_Coded - Supercharging News Corp's Intent Content platform for advertisers

By AdNews | 14 May 2024
Credit: Garry Neesam

News Corp Australia is supercharging its audience intelligence platform Intent Content, adding AI technologies for planning, booking and measurement.

Managing director client partnerships Lou Barrett said the single platform solution is all about identifying high-intent customers, ready to make a purchase.

News Corp unveiled the enhanced Intent Connect at D_Coded, the company’s annual digital marketing event for advertising, marketing and media executives.

“Since launching Intent Connect at D_Coded last year, it has undergone a major transformation that puts our partners in the driver’s seat allowing them to seamlessly plan, book and measure campaigns within a single platform," Barrett said. 

"The real benefit to clients is that it is so easy to use - it makes planning and executing with News simple. They can now steer their digital marketing campaigns with a level of precision and confidence that hasn’t been possible before.”

Managing director client product Pippa Leary said Intent Connect is now an all-in-one audience intelligence platform.

“Advertisers shouldn’t have to settle for fragmented solutions and wasted resources," she said.

"Our Intent Connect platform makes efficiency the new normal, delivering measurable outcomes for every campaign.

"We understand that every marketer’s goal is to connect meaningfully with their audience. Now, Intent Connect gives them the power to identify and act on customer intent like never before.”

  • Enhanced features of Intent Connect:
  • Home Screen - Redesigned home screen with a new user experience, look and feel, built for simplicity and speed.
  • Audience Builder - An AI-powered search to build and create the perfect audience for campaigns with speed and accuracy.
  • AI Chatbot - A concierge-style assistant called CAI to assist with audience insights, campaign optimisation and execution.
  • Customer Match - Enhanced with new partnerships including Google PAIR and LiveRamp ATS Direct to match custoemr own data with News Corp Australia data.
  • Intent Connect Local - Fine targeting to engage with audiences in specific locations, delivering personalised messages in their own neighbourhoods
  • Programmatic Homepage Buying - A programmatic feature, allowing clients on Google’s Display & Video platform (DV360) to request, book and activate directly.
  • Booking Flow and Campaign Analytics - Real-time campaign management on the analytics dashboard. 
  • Independent Measurement - A suite of independently verified measurement solutions.

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