News Corp Australia and realestate.com.au has announced they have entered into a strategic data sharing partnership which will significantly enhance both companies’ ability to offer targeting and audience insights for commercial partners.
The partnership combines News Corp’s behavioural, transactional and content consumption data of 12 million Aussies across the company’s network through its News Connect platform with realestate.com.au’s behavioural and content data of the six million Australians who visit the site.
This data will enable partners to better target their audiences and drive them to marketing outcomes. It also means advertisers can reach the same audience segments across both realestate.com.au and News Corp.
Audience segments shared with News Corp and realestate.com.au data will be available to advertisers from January to enhance their digital display, video and content campaigns.
Advertisers can access the segments through News Connect by contacting their News Corp sales representative or realestate.com.au’s media sales team.
News Corp Australia chief digital officer Nicole Sheffield said: “News Connect uses powerful data sets to identify and target custom audience segments based on what people read, buy and do, enabling our clients to connect to audiences with precision across our network of engaged, premium environments.
“It is one of our most successful products, and adding market-leading realestate.com.au to our stable of data partnerships significantly expands our offering with access to qualified, accurate behavioural audience data from the largest real estate site in Australia.”
REA Group’s executive general manager of media and content, Elizabeth Minogue, said: “At realestate.com.au we have more than a million Australians visiting our place every day.
“These consumers are highly engaged in their property journey – a journey that is driven by life moments triggering new product needs and increased spending on home furnishing, electronics, cars, renovation products and travel.
“Our partnership with News Connect unlocks the power of our data, now enriched with even more actionable insights and new product purchase segmentation.”