NOVA Entertainment has partnered with customer data platform Tealium and data collaboration platform LiveRamp to boost its first-party data capabilities as the audio company looks to give advertisers more sophisticated audience targeting and measurement tools.
The deals form a key part of NOVA’s broader ad tech strategy, with the broadcaster saying it can now deliver audience insights across more than 90 per cent of its listener base by combining first-party data, strategic technology partnerships and an integrated data stack.
The Tealium partnership will support NOVA’s customer data infrastructure, enabling the company to collect, unify and activate audience data in real time across its expanding digital ecosystem, including mobile, web, connected TV, in-car and other connected platforms.
NOVA said the platform will support real-time data collection, improved identity resolution across known and anonymous audiences, additional activation channels and seamless integration across marketing, commercial and analytics platforms, while maintaining privacy and governance standards.
Meanwhile, its partnership with LiveRamp will allow advertisers to securely match their own first-party customer data with NOVA’s audience data, enabling more targeted campaigns and providing improved measurement capabilities.
The move comes as media owners increasingly invest in first-party data and identity solutions amid the continued decline of third-party cookies and growing demand from advertisers for measurable, privacy-compliant audience targeting.
The partnerships build on several initiatives unveiled during NOVA’s recent Infronts presentation, including its eight-signal measurement framework, Path to 11% strategy and Audio Planning & Optimisation Platform (APOP), developed with Landmarks ID, as the company seeks to position audio as a more accountable and performance-driven advertising channel.
NOVA Entertainment chief commercial officer Nicole Bence said the technology investments were designed to help advertisers better plan, measure and prove the effectiveness of audio.
“At our Infronts, we committed to earning audio’s place on the plan by proving its performance, and you can’t prove what you can’t address or measure,” Bence said.
“This is the foundation that makes that real: letting advertisers match their own data to nearly all of our audience, with people’s consent, and reach them around the talent and moments they already love.
“It’s not technology for its own sake, it’s how we make audio easier to plan, prove and believe in.”
