News Corp Australia supercharges data capabilities unveiling new AI technologies

News Corp Australia is supercharging its audience intelligence platform, Intent Content, with new AI technologies to provide clients with advanced data collaboration capabilities through planning, booking and measurement.

This single platform solution is designed to meet the fast-changing needs of the market and is in direct response to evolving consumer expectations. The enhanced Intent Connect offers comprehensive data solutions to identify high-intent customers, ready to make a purchase.

Managing Director Client Partnerships Lou Barrett said News’ digital strategy enables marketers, advertisers and media agencies to future-proof their digital marketing plans.

“Since launching Intent Connect at D_Coded last year, it has undergone a major transformation that puts our partners in the driver’s seat allowing them to seamlessly plan, book and measure campaigns within a single platform. The real benefit to clients is that it is so easy to use – it makes planning and executing with News simple. They can now steer their digital marketing campaigns with a level of precision and confidence that hasn’t been possible before.” 

Managing Director Client Product Pippa Leary said Intent Connect is now an all-in-one audience intelligence platform saving time and resources for clients. 

“Advertisers shouldn’t have to settle for fragmented solutions and wasted resources. Our Intent Connect platform makes efficiency the new normal, delivering measurable outcomes for every campaign. We understand that every marketer’s goal is to connect meaningfully with their audience. Now, Intent Connect gives them the power to identify and act on customer intent like never before.” 

Director Commercial Data, Video and Product Paul Blackburn said: “We’re committed to building a platform and capability that anticipates challenges and offers solutions. With Intent Connect marketers gain the ability to access high fidelity audience signals that deliver them better outcomes – we call this signal gain.” 

The enhanced features of Intent Connect include: 

Home Screen – an entirely redesigned home screen boasting a brand new user experience, look and feel, built for simplicity and speed. 

Audience Builder – an AI-powered search allows Intent Connect users to build and create the perfect audience for campaigns with newfound speed and accuracy. 

AI Chatbot – a dedicated concierge-style assistant called CAI to assist with audience insights, campaign optimisation and effortless execution. 

Customer Match – enhanced with new partnerships including Google PAIR and LiveRamp ATS Direct, allowing users to match their own data with News Corp Australia data, adding to their signal availability through a seamless suite of solutions. 

Intent Connect Local – takes targeting to a whole new level of precision, enabling users to engage with audiences in specific locations, delivering personalised messages in their own neighbourhoods. 

Programmatic Homepage Buying – a new programmatic booking feature, this high impact format is available for guaranteed booking deals, offering more control by allowing clients on Google’s Display & Video platform (DV360) to request, book and activate directly. 

Booking Flow and Campaign Analytics – refreshed to enable effortless, real-time campaign management with the campaign analytics dashboard, placing everything from booking to insights in one single location. 

Independent Measurement – streamlined and simplified, closing the loop on campaign effectiveness with a suite of independently verified measurement solutions. 

News Corp Australia unveiled the enhanced Intent Connect at D_Coded, the company’s annual digital marketing event for advertising, marketing and media executives.