Nine Upfronts: Nine partners with Adobe to become 'premium alternative' to tech giants

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 16 September 2020
Michael Stephenson, Nine chief sales officer, Susan Steele, MD of Adobe ANZ. Image: Wolter Peeters

Nine has partnered with Adobe to launch Audience Match, a new platform that will help brands match their customer data with Nine’s 13 million registered users through one streamlined integration.

The custom destination will match hashed email addresses from an advertiser’s data with Nine’s audience data, creating a fully-addressable audience that’s not dependent on cookies, with every ad impression linked back to a person.

Marketers can also build look-a-likes of their customers to provide personalised experiences or suppress their audiences to improve media efficiency.

Nine is using the new offering as part of its ongoing attempt to grab advertising dollars back from the tech giants.

“Nine is now officially the premium alternative to Facebook and Google,” Michael Stephenson, Nine’s chief sales officer, said at the upfronts.

“Audience Match will help facilitate people-based marketing across Nine, leveraging our signed-in audience of 13 million Australians and seamlessly bring together the power of premium content and people-based data to create personalised customer experiences.

“This partnership gives Australian marketers a unique alternative to both traditional media players and new digital platforms in terms of bringing a quality content environment together with data at scale.”

Nine is developing a purpose-built solution directly into Nine through Adobe’s data management platform, Adobe Audience Manager, with Nine saying it’s the first publisher to integrate its audience segment and data into the Adobe platform.

The new offering launches today on 9Now, and will start to roll out across the rest of Nine's digital properties next year.

“This partnership is extremely important as we know the businesses that will lead in the years to come are those who can bring together data sets across multiple platforms to form an in-depth view of their customers built off their user identity,” Stephenson says.

Coles has signed on as the exclusive launch partner for Audience Match, allowing it to upload hashed email addresses and customer datasets into Coles’ instance of Audience Manager and select Nine as a custom destination.

“Coles is undergoing a digital transformation to ensure we are providing our customers with the most seamless interactions with our brand,” says Lisa Ronson, Coles CMO.

“This partnership is so important to ensure we are making the most of all the communications we have.

“We need to provide our customers with the most relevant and personalised information so they can make the most informed decisions about what they need and how they shop. We are thrilled to be the launch partner in this initiative because it will help our marketing team make the best decisions on where and how we should communicate.”

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