Multi Channel Network (MCN) has announced a new data partnership with SAS, the leader in analytics and the world’s largest privately held software company. MCN and SAS are developing SIA, Australia’s first data platform unifying market-leading data sources and ultimately providing advertisers with a single consumer view across linear TV and all digital platforms.
Launching in 2018, SIA is a data management solution that will integrate all of MCN’s different data sources, including TV, online, mobile, location and OOH, as well as data from agencies and advertisers.
Acting as a “central nervous system” for MCN’s data assets, SIA will manage all of MCN’s data-driven business initiatives, including programmatic TV and addressable advertising, as well as help develop new business models around data.
MCN chief data officer Mark Brandon said partnering with a world class advanced analytics business such as SAS would enable MCN to continue to maintain its historical position of innovation and market leadership in the development of cutting-edge data-driven advertising and marketing solutions.
“Building on our pioneering work with Landmark and Programmatic TV, SIA evolves our sophisticated media data, targeting and trading capabilities,” he said. “The platform will redefine how integrated media campaigns are developed, delivered and analysed in Australia.
“Agencies and advertisers working with MCN will receive the best of all worlds: the granular, realtime targeting of digital, combined with the premium brand-building environment and scale of television, the greatest standards of transparency around where advertising appeared, who that advertising reached, and what business outcome occurred.”
Watch the special MCN/Mediaweek program featuring Mark Brandon on Sky News Business below.
Photo: MCN CSMO Mark Frain, MCN CDO Mark Brandon and MCN CTO Angela Goodsir