Nine announces partnership with Data Republic

nine-partners-with-data-republic-1

Today we’re pleased to announce a new major strategic agreement with Nine Entertainment (Nine).

This partnership will see Data Republic securely provision Nine with offline-grocery segment data to enhance FMCG advertising targeting across the Nine Digital network of more than 15.3m authenticated user IDs.

Co-founder and CEO of Data Republic, Paul McCarney has welcomed the deal which is the marketplace’s first partnership agreement with a major broadcaster and digital publisher.

“We’re pleased to welcome Nine, our first major broadcaster, to Data Republic’s fast-growing data exchange ecosystem,” said Mr McCarney said. “With our secure platform, Nine’s data team can access high fidelity datasets from a range of brands and service providers to unlock insights on purchasing behaviour to strengthen campaign targeting and personalisation.

“These grocery segments are a powerful proposition for FMCG brands – true, data-driven campaign planning and execution by one of Australia’s largest broadcasting and digital networks.”

We expect this grocery-segment partnership with Nine to be the first of many as we expand Nine’s advertising targeting capabilities into multiple categories over time.

 

Read the full press release below or download here 

 

Check out our coverage in the Australian Financial Review

 

Nine announces deal giving it access to offline grocery-buying segments

Nine Entertainment (Nine) has announced a new major strategic agreement with Australia’s leading data exchange company Data Republic to gain access to key grocery-buying segments across its network.

The move significantly improves its digital audience targeting across Nine’s digital assets by allowing access to instore transactional data from Australia’s largest independent grocers loyalty program.

The grocery and loyalty data source features five years’ of itemised basket data from an independent grocer network of over 1,600 stores across Australia.

Subsets from this rich transactional dataset have been used to develop aggregate grocery segments which will allow advertisers to improve customer targeting, across the Nine Digital network of more than 15.3m authenticated user IDs.

“This deal is an important one for Nine as it give us a deeper level of consumer insight than we have ever had while still protecting the identities of the consumers,” said Mr Alex Parsons, Nine’s Chief Digital and Marketing Officer. “By being able to marry up users’ offline habits with our existing database we will be able to allow advertisers to better target their campaigns and achieve better results.”

Data Republic is a technology platform and marketplace where organisations can list, exchange and collaborate on data projects in a secure environment. The private by design ecosystem ensures that no personally identifiable information is exchanged and allows participating companies to securely govern data exchanges with external parties.

Its foundation investors include Qantas Loyalty, Westpac Reinventure and NAB Ventures.

Co-founder and CEO of Data Republic, Paul McCarney welcomed the deal which is the marketplace’s first partnership agreement with a major broadcaster and digital publisher. 

“We’re pleased to welcome Nine, our first major broadcaster, to Data Republic’s fast-growing data exchange ecosystem,” said Mr McCarney said. “With our secure platform, Nine’s data team can access high fidelity datasets from a range of brands and service providers to unlock insights on purchasing behaviour to strengthen campaign targeting and personalisation.

“These grocery segments are a powerful proposition for FMCG brands – true, data-driven campaign planning and execution by one of Australia’s largest broadcasting and digital networks.”

Nine said the deal also included scope to extend into other audience segments, such as banking and retail, and over time offer deep level insights reporting, which would see advertising spend across the Nine and Microsoft networks married with sales uplift across advertisers.

“Today’s Data Republic partnership will be a keystone in how Nine uses data going forward,” said Mr Parsons. “While this agreement covers grocery buyers, we are intent on expanding this capacity over time to include other segments and also demonstrate the impact our digital network can have on a brand.

“In the long term, this deal will help ensure our continued leadership in the digital data space as we continue to find better ways to provide insights and serve a marketer’s needs.”

                                                              

 

ABOUT NINEWhen it comes to connecting brands with the passions of Australians, there’s no other media company like Nine. As the home of Australia’s most trusted and loved brands spanning news, lifestyle, entertainment and sport, we pride ourselves on creating and curating quality content, accessed by consumers when and how they want. With investments spanning digital and broadcast, we reimagine how Australians are entertained, informed and connect through content each and every day. Nine assets include the Nine Network, Nine Digital, a 50% stake in subscription video-on-demand provider Stan, interests in Sky News Australia, Yellow Brick Road, CarAdvice, and a strategic partnership with Microsoft.

 

ABOUT DATA REPUBLIC 

Founded in 2014, Data Republic provides the secure technology and world-first legal framework for organizations to securely access and exchange data in way which manages organizational risk and puts consumer expectations first. Exchanges are conducted on The Open Data Marketplace, a central governance platform and secure marketplace for Data Republic’s Contributors and users to discover, request and effectively govern data exchange projects with authorized parties. No customer personal information (PII) is available on the platform and all exchanges are strictly governed on legal and ethical bases and subject to Data Republic’s Legal Participation Agreement.

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