Nine Upfront - Nine to integrate Audience Match with Salesforce

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 15 September 2021

Nine has secured a deal to integrate its Audience Match product with global customer relationship management service Salesforce.

The media company partnered with Adobe last year to launch Audience Match, a platform which helps brands match their customer data with Nine’s registered users through one streamlined integration.

Today at its annual Upfront event, Nine says it plans to integrate Audience Match with Salesforce by early 2022, giving clients the ability to match and activate their customer data with Nine’s 14 million signed-in users.

This will allow advertisers using any Salesforce Cloud with Salesforce CDP and the Salesforce Nine App to match their first-party consumer audiences against Nine’s ecosystem of signed-in users, including connected television.

“The partnership builds on Nine’s market-leading onboarding capabilities activated over the last 12 months,” says Nine’s director of sales, digital and publishing Nick Young.

“[This] has involved significant deals with key players such as Adobe and also LiveRamp, and ensures that regardless of the marketing technology provider a brand uses, it can utilise Nine’s Audience Match solution to onboard audiences to Nine.”

Salesforce Australia Digital 360 area vice president Jo Gaines says the integration means marketers will be able to expand insights, deliver cross-channel personalisation and build stronger relationships with customers.

"Every moment counts, no matter where, how, or with whom it takes place,” Gaines says.

“Relationships are built on a collection of moments. Customers expect these moments to be connected, timely, relevant, human and built on trust.

"Data is the steel thread that connects every moment across the relationship between brands and consumers. With Salesforce CDP marketers can engage with relevance, personalise every moment, and build trusted customer relationships.”

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