Media agencies liked what they saw at News Corp's D_Coded showcase

Jason Pollock
By Jason Pollock | 15 May 2024
Lou Barrett, Michael Miller and Pippa Leary.

News Corp Australia is focusing on better targeting, more insights, personalisation and measurement for advertisers, as unveiled at its D_Coded showcase.

News Corp 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. News Corp also launched Shoppable ScrollX and enhancements to Targeted Time in View (TTIV).  

PHD Sydney co-head of Investment, Brittany Crowley, said that as the deprecation of the third party cookies approaches, News Corp’s "doomsday" prep armed advertisers and agencies with smart solutions to future proof and deliver success.

"Rapidly evolving consumer attitudes/behaviors and media consumption, coupled with an increasingly fragmented and digitalised market, call for a more data led customer centric approach to deliver business outcomes," she said.

"News Corp is providing a solution to access and navigating diverse audiences and through data collaboration (LiveRamp), partnerships and the use of smart technology, can help improve match rates and addressability, resulting in effective outcomes for advertisers and a more positive advertising experience for consumers."

Crowley said that News Corp's audience intelligence platform ‘Intent Connect delivers a streamlined platform to plan, buy and measure campaign effectiveness in a one-stop-shop.

"Their BuyNow segments identify real-time product searches and work in tandem with their Shoppable ScrollX ad format, to connect audiences with the right message, at the right time, to drive action and close the loop," she told AdNews.

"With consumers driving the rise in snackable video content consumption, News have upped the ante in this space by expanding their total video offering on and off platform.

"In partnership with LiveRamp, ad formats such as vertical video ‘in-article news shorts’ and native video content will extend to social media platforms, providing greater opportunity to reach the right audiences with the right content, to drive outcomes."

Carat's client director Alessandro Vari said D_Coded underscored that while content and video will remain king for the foreseeable future, enhanced data capabilities are key to engaging audiences at optimal moments on the consumer journey.

"Strategic partnerships with the likes of LiveRamp will address post-cookie measurement and attribution concerns held by many in the industry, as will the ever-developing Intent Connect platform," said Vari.

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