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.
In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]
Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]
Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]
Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]
Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]
Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]
Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]