Nine has announced a new strategic partnership with LiveRamp, becoming the first wholly Australian-owned publisher to join the Acxiom-owned data technology company.
This partnership enables marketers and their agencies to use their own first-party data, including rich offline data, to target known customers in a privacy-compliant manner across the Nine Digital network.
Through LiveRamp, marketers will have access to Acxiom’s third-party audience offerings, including custom audience development and 600-plus custom audience segments that can be targeted across all of Nine’s major digital properties.
Nine’s properties include leading news website nine.com.au, lifestyle and celebrity properties across the 9Honey Women’s Network and TheFix.com.au, as well as sports/fitness properties such as WWOS.com.au and 9Coach.com.au.
Alex Parsons (pictured above), chief digital and marketing officer at Nine, said: “We are very pleased to be the first local publisher to sign on to LiveRamp’s Connect Platform.
“Over the past two years, we have reviewed our data strategy and completely rebuilt our offering with partnerships that include the likes of Data Republic, Red Planet and Adobe.
“This partnership gives Nine access to one of the world’s leading data technology infrastructure capabilities and enables marketers to achieve privacy-compliant precision targeting capabilities across Nine Digital’s inventory of display, mobile and video.”
Dean Capobianco, managing director of Acxiom’s emerging markets in the Asia-Pacific region, said: “Nine are innovating to provide its consumers and advertising clients an enhanced data lead solution.
“Advertisers in the Australian market can now develop high-value audiences from insight-rich offline CRM data and use LiveRamp to activate segments across Nine’s digital properties.”