LiSTNR has partnered with DataCo Technologies to further accelerate its data cleanroom strategy, allowing advertisers to integrate their own databases with the platform’s 1.95 million first-party database.
The partnership with the Australian cleanroom solution aims to ensure campaign effectiveness, local safety, and privacy compliance. It also provides access to merchant data from Australia’s leading banks and global financial data providers.
DataCo Technologies was developed by Business Creation Lab of 1835i, the innovation partner to ANZ Bank. The business said its cleanroom solution offers bank-grade security and privacy protection without the technical complexity found in many other solutions in the market.
LiSTNR is the only digital audio platform to partner with DataCo, and the cleanroom solution is a managed service rather than self-serve.
Olly Newton, SCA executive head – LiSTNR Commercial, said: “We are incredibly excited to announce our partnership with DataCo with another cleanroom solution on LiSTNR. Being able to data match is the highest value property that you can buy in digital audio because it enables ad dollars to work harder.
“The combination of first party data from LiSTNR, now enhanced with financial data from DataCo and an advertiser’s own data, means brands benefit from enhanced planning insights, greater campaign performance and optimisation capabilities unrivalled by other Australian audio platforms.
“LiSTNR is the fastest growing player in the fastest growing media sector of digital audio. The delivery of attributable, effective and engaging campaigns without friction makes LiSTNR a must have component of a media mix.”
Under the partnership, LiSTNR’s first party data can be dissected at a segment or spending level, such as which content is listened to by people who spend money on grocery products, or if consumers are listening to a particular podcast, and what categories of spend they index highest in.
“We’re excited to partner with SCA, Australia’s leading digital audio platform, to drive improved marketing outcomes for several local and global brands,” DataCo CEO, Rami Mukhtar, said.
“This collaboration underscores our commitment to simple, privacy preserving and secure data solutions which deliver measurable results for our clients.”
LiSTNR said the partnership will allow it to better cross promote content, make in app recommendations to users, and recommend content that brands should include in their media plans to generate the greatest return on investment.
Beth Pondo, Uber ANZ director local operations, said: “We offer millions of Australians a highly curated experience on our platform, helping them go anywhere and get anything in the very moment they need. Naturally we’re excited to be working with the LiSTNR Cleanroom in the same way – to use technology to provide listeners with more personally relevant offers.”
The partnership with DataCo follows the April launch of LiSTNR’s AdTech Hub, an exclusive advertising technology suite of innovations and services. The hub enables increased personalisation and targeting, extensive dynamic creative optimisation, an Australian based customer data platform, ad server and a range of first party data cleanroom solutions and services.
The AdTech Hub has driven more than 150 new advertisers to the platform in just the first four weeks of its launch, and across all advertising categories, demonstrating the strong interest in digital audio and LiSTNR in particular.
