Network 10 has signed a partnership with data management platform Lotame as it continues to accelerate the roll out of its data solutions.
The deal gives 10 access to Lotame’s extensive third-party data sets, one of the biggest in the world, to deliver new depth in audience targeting.
Network 10’s director of 10 Interactive Christian Williams said: “We’re continuing to invest in our digital platforms, 10 Play and 10 Daily, to attract our key under 50s audience into our ecosystem.
“We’re seeing audiences across these platforms growing at an exceptional rate.
“We want our data solutions to be best-in-class and Lotame is one of the world’s best in its field.
“Our partnership with Lotame means we can leverage their more than three billion additional audience profiles with our existing data set, giving advertisers the opportunity to create deeply targeted and relevant campaigns with us, at scale.
“It’s another key milestone as we charge toward executing our full data strategy”.
Lotame managing director, ANZ, Luke Williams added: “Audience data quality is a growing challenge for the industry.
“At Lotame we’ve always focused on helping marketers harness the power of highly curated audience data, whether it be 1st, 2nd, or 3rd party data, to fuel relevant and personalised experiences.
“By partnering with Network 10, we look forward to helping them leverage their valuable data to build rich audience segments for agencies and clients”.
Lotame’s clients include IBM, Ticketek, Annalect, and Omnicom Media Group.
Network 10’s partnership with Lotame follows recently announced partnerships with real-time data customer solutions company Tealium and data technology agency Venntifact.