News Corp Australia is enhancing its Customer Match advertising targeting capabilities integrating Google PAIR and LiveRamp ATS Direct, offering brands a powerful targeting tool.
Through a single consistent identity, brands can understand customer behaviour across digital properties. This data, used in a privacy-compliant way, enables the creation of highly specific audience segments for activation within News’ premium network of more than 17 million* Australians.
With Google PAIR, News Corp Australia will become one of the first publishers in the country to integrate this first-party data solution into its Customer Match capabilities. It will allow marketers, advertisers and agencies to activate their own customer data to News’ audience with unparalleled ease.
Managing Director Client Product Pippa Leary said: “News Corp Australia is leading the industry in unlocking the value of first-party data. Our interoperability strategy ensures that brands have the tools they need to reach their customers better than ever, driving superior campaign outcomes.”
Working with LiveRamp opens up the opportunity for ATS Direct, allowing for even more precise targeting and measurement. It will help create a comprehensive view of customer interactions across digital channels and allow brands to build highly targeted audiences and reach them within News’ network.
Director Commercial Data, Video and Product Paul Blackburn said: “Our approach to collaboration with leading technology partners fuels innovation. This allows us to develop cutting-edge solutions that leverage the power of data while prioritising user privacy. Ultimately, it’s about giving clients the tools they need to reach and engage their target audiences in a compliant and effective way.”
These new integrations reinforce News’ commitment to being a technology-agnostic partner, bringing together a diverse range of solution options to best meet the needs of clients, allowing them more choice and control.
Managing Director Client Partnerships Lou Barrett said: “By seamlessly integrating our clients’ customer data with News’ vast audience insights, we can create a complete picture of the customer journey. This allows us to personalise advertising experiences in a way that’s both impactful and privacy-compliant.”
News Corp Australia unveiled Google PAIR and LiveRamp ATS Direct at D_Coded, the company’s annual digital marketing event for advertising, marketing and media executives.
* Source: Ipsos iris Online Audience Measurement Service March 2024, Age 14+, PC/Laptop, Smartphone, Tablet, Text Only, Organisation, Audience (000s), Audience Reach %, Total Mins (MM), AVG Mins PP