Seven appoints Dean La Rosa as head of commercial data, signs deal with Adobe

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 3 May 2021
Dean La Rosa

Seven has appointed Dean La Rosa as head of commercial data and signed a new deal with Adobe for its 7REDiQ platform.

La Rosa, who has previously worked at Nine and Acxiom, will be responsible for identifying and delivering commercial data solutions for customers and partners.

His appointment comes as Seven partners with Adobe to give clients the ability to identify new customers from its signed-in user base.

“With rich insights into the behaviour of more than 6 million people who have registered with Seven’s market-leading 7plus platform, 7REDiQ gives marketers the ability to define their own customers by their passions, affinities, purchasing power, behaviours and attitudes,” says Seven West Media chief marketing officer Charlotte Valente.

“Now we have taken the step of offering Adobe customers a granular understanding of their audience inside the 7REDiQ platform through Adobe ID match, as part of Seven’s BYO data solution.

“This secure and compliant environment gives brands the power to append their own customer data against our verified audience data and data from our premium second-party data partners.”

Seven has also recently partnered with data platforms including Unpacked by Flybuys, Weatherzone, and TEG which comes ahead of the phasing out of third-party cookies next year.

“We are very excited to welcome Dean to the team. His talent and experience will help us build our first-party deterministic data approach to prepare for the decline of third-party cookies,” says Seven West Media network digital sales director Nicole Bence.

“As we continue to add new data partners and innovative technology solutions to 7REDiQ, Dean’s experience and skills will help us fast track commercial data led solutions for our clients.”

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