Seven Hires New Head Of Commercial Data, Launches New Adobe Partnership

The Seven Network has announced that Dean La Rosa will be taking the position of Head of Commercial data.

La Rosa will join Seven on 10 May, responsible for identifying and delivering commercial data solutions for customers and partners. His resume includes commercial data roles at Nine Network and, before that, two years at Acxiom.

The Network has also announced a new partnership with Adobe using its 7REDiQ audience intelligence platform.

The Adobe announcement is a key element of the 7BYOD (Bring Your Own Data) product suite as it now connects over 6 million SWM-iDs with an Adobe ID.

The partnership means Seven can now offer data enrichment to more customers, giving them the ability to identity new customers from Seven’s growing signed-in user base, unlock insights and turn those insights into campaigns targeted across Seven’s digital channels.

This announcement comes hard on the heels of the launch of new strategic data partnerships for 7REDiQ with Unpacked by Flybuys, the data division of Australia’s most popular loyalty program, and Weatherzone. 7REDiQ’s other data partners include TEG, Carsguide and Mastercard.

Seven West Media Chief Marketing Officer, Charlotte Valente, said: “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.

“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,” she said.

Seven West Media Network Digital Sales Director, Nicole Bence, said: “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.”

“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.”

La Rosa added, “I’m excited to be joining Seven. What they have accomplished over the past 12 months is incredible and people are taking notice. Seven’s approach to connecting Flybuys and Mastercard data to logged-in users on the largest screen in the house – all in time for the start of the Tokyo Games – clearly demonstrates how innovation, insights and results are at the heart of 7REDiQ.”

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