News Corp Australia today unveiled a new data platform to give advertisers insights from a deep well of customer information.
The new Customer Data Platform (CDP), one of the largest in Australia and created in partnership with Foxtel Group, Streamotion and REA Group, will launch in July.
The platform, announced at D_Coded, News Corp’s fourth digital marketing event for advertising, marketing and media executives, combines first party data wells to build rich targeting for advertisers.
Lou Barrett, Managing director, national sales, told AdNews: “I’m really excited about the customer data platform.That’s something that we’ve been working on for quite some time.
“And now that we’ve finally been able to bring together News Corp, REA, and Foxtel, it’s going to be a best in class data offering.
“It allows us to get deeper, more granular audience intelligence, and targeting capability. And I think the agencies are going to love that.”
Pippa Leary, managing director, client product, says the new CDP will supercharge understanding of audiences, uncovering their interests not only across News Corp Australia’s digital network but across all of networks,
“Done with privacy at the forefront, we anonymise the emails and deal only in ID numbers rather than personal information,” says Leary.
“Our new CDP will advance our understanding of our audiences’ interests while continuing to deliver our advertisers privacy-compliant ways to talk to audiences and customers.
“It will give us deep, granular audience intelligence and targeting capability and we will be able to extract meaningful insights in order to create our customer segmentation, the kind of segmentation that allows us to target client messages to the right people.”
News Corp also announced Customer Match, developed with location data specialist Near, a new identity database offering brands the ability to match customer emails against a databse of 16 million Australian emails.
It can then target brand messages to individual customers in a privacy-safe way.
Leary says the Customer Match capability will deliver brands with unprecedented insights into Australian consumers.
“Customer Match allows marketers to activate audiences with genuine scale to generate genuine outcomes,” she says.
“Near has built a database of 16 million Australian emails and through our partnership we have matched these to the IDs we have sitting in our market-leading audience intelligence platform, News Connect.
“Using News Connect IDs means audience members are not required to be registered and logged in while a campaign is running.
“Customer Match is a genuine game changer promising to turbo charge the match rates between client customers and our audience.
“Importantly we can also measure the effect we’ve driven through our Attribution Suite – brand uplift, footfall, FMCG sales, and other category sales. “
This is all done in a privacy-compliant way where customer data is always completely anonymised, which will be unaffected by the cookie apocalypse.”
General manager of client product and strategy Suzie Cardwell said the market understands that the major challenge of matching email addresses on digital networks is getting sufficient match rates and then finding active daily or weekly logged in users to achieve scale.
“Our Customer Match solution addresses both of these critical challenges,” she says.
“In our trials run to date, we’re seeing high match rates. As our targeting solution doesn’t rely on people being logged in to receive advertising, our active user rates are extremely high.”
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