Nine combats 'over-reliance' on demo data with new partnership

Lindsay Bennett
By Lindsay Bennett | 22 May 2017
Hugh Marks at the Nine upfronts

Nine has partnered with Acxiom-owned LiveRamp to allow marketers and agencies to use their own first party data, including offline data, to target known customers across its digital network.

The aim is to boost Nine’s data offering by adding commercial and transactional data to the fold and allow the publisher to be data agnostic.

"These data partnerships – Acxiom and also Data Republic and Red Planet – are a response to a review of our data strategy which showed us we had an over-reliance on demographic and segmentation data, no focus on transactional data and the commercialisation of the data. We've now plugged all those gaps," Nine chief of digital and marketing Alex Parsons says.

The move marks the first time an Australian publisher has joined LiveRamp’s ecosystem.

"This type of data is what advertisers salivate at… it's a game changer and it puts us ahead of the pack in Australia."

Through LiveRamp, marketers will have access to Acxiom’s third-party audience offerings including custom audience development and 600-plus custom audience segments that can be targeted across all of Nine’s digital properties.

This includes nine.com.au, lifestyle and celebrity properties across the 9Honey Women’s Network and TheFix.com.au, as well as sports/fitness properties such as WWOS.com.au and 9Coach.com.au.

The approach from Nine varies from some of its competitors who restrict the data sources and technology they allow advertising clients to use.

“This partnership gives Nine access to one of the world’s leading data technology infrastructure capabilities and enables marketers to achieve privacy-compliant precision targeting capabilities across Nine Digital’s inventory of display, mobile and video,” Parson says.

The deal with LiveRamp sees Nine move closer to its ultimate goal of harmonising programmatic buying across all of its TV and digital channels.

As revealed by AdNews in February, the boss of GroupM Australia's trading desk Xaxis, Esther Carlsen, departed the business for an MD role at data tech powerhouse Acxiom.

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