Nine has announced the unification of data assets across its whole enterprise including 9Now, The Sydney Morning Herald, The Age, The Australian Financial Review,Domain, Pedestrian Group and CarAdvice, to create the most powerful data ecosystem of any Australian media company.
The move sees Nine create Australia’s largest addressable marketplace, with more than 11 million IDs, aimed at providing marketers with the ability to target specific audiences at scale within a premium brand-safe environment, powered by the Adobe Audience Manager Platform.
“At Nine we have been on a journey to build the most powerful data asset of any Australian media company,” said Michael Stephenson, Nine’s Chief Sales Officer.
“In bringing together this collection of assets, we are giving the market a powerful data offering that will drive results for our clients.
“This move gives marketers the ability to target Nine’s audience segments across the most diverse range of digital media assets in Australia, and reach audiences via short-form video, long-form video and display.”
As part of this announcement Nine has rebuilt 9Tribes, its leading customer segmentation offering, which allows advertisers to target 54 unique audiences across all of Nine’s verticals and properties.
Nine has added five new verticals consisting of food, travel, automotive, luxury and property to its existing verticals of news, sport, entertainment and lifestyle.
“9Tribes has been an important part of our data offering for a number of years and we are excited to see it extending across all media assets, with clear verticals that will help marketers reach the scale of our audiences,” Stephenson said.
Nine recently deployed a new data partnership with Quantium, providing marketers with access to grocery segments across 9Now, and all of its digital media properties. This data partnership complements its existing partnerships with Equifax Marketing Services and Red Planet, which have now been rolled across the metropolitan publishing mastheads.