Three of Australia’s largest digital publishers have come together to explore the creation of a local anonymised digital identity cooperative to enable better ad targeting.
News Corp Australia, Fairfax Media and Nine have united to create the co-operative, which would bring together and leverage the combined authenticated user ID assets of the three publishers.
Following an initial planning and consultation stage, the new co-operative would look to launch in the first half of 2018, and will enable marketers to engage in people-based marketing at scale across Australian digital properties.
Nicole Sheffield (pictured above), chief digital officer at New Corp, said collaboration between publishers aimed at providing advertisers the opportunity to move beyond cookies and target identities “just makes sense”.
“As Australian content creators, it’s incumbent on us more than ever to ensure our audiences, data, content and now identity are being properly harnessed for marketers by Australians.”
Chris Janz (pictured above left), managing director of Australian metro publishing at Fairfax, said: “Fairfax is pleased to be supporting this initiative, which we believe will streamline the way marketers can leverage a depth of quality data from content publishers to maximise results from advertising.”
Nine’s chief sales officer, Michael Stephenson (pictured above, right), said the cooperative will allow the three publishers to deliver addressable advertising to consumers with even greater scale using their combined IDs in brand-safe environments.
“This combination of Australian publishers will offer a real alternative to the global players for our advertisers and agency partners,” he said.
At present, just News Corp, Fairfax and Nine have signed a memorandum of understanding to explore the development and launch of the co-operative, but all three noted at a media briefing yesterday that they are open to adding non-publishers such as banks.
The announcement comes just after Fairfax entered into a partnership with Google across digital advertising, technology and product development.
Janz said Fairfax was still working out how the cooperative would work alongside the publisher’s partnership with Google.