News Corp Australia has been announced as the first Australian publisher to collaborate with InfoSum to expand its first-party data collaboration capabilities.
Using InfoSum’s decentralised data collaboration platform and secure bunker technology, advertisers can match their first party data against News Corp Australia’s significant addressable digital audience.
This relationship aims to empower advertisers to plan and deliver data-driven marketing campaigns while prioritising consumer privacy and data integrity.
InfoSum powers first-party data collaboration using its patented non-movement of data technology and privacy-preserving data collaboration platform to create a connected and accessible data collaboration network of clean rooms with complete end-to-end protection.
Pippa Leary, managing director of client product at News Corp Australia, said: “We are delighted to be working with InfoSum to support our data collaboration requirements at scale in a privacy compliant way.
“We are confident that our relationship will enable our advertisers to collaborate across their first-party data to build customised audiences, while putting the consumer privacy and data integrity of each party at the forefront.”
Richard Knott, general manager, Australia & New Zealand, InfoSum, said: “Regulatory and technology changes, combined with increased consumer awareness is changing the way organisations work together.
“Privacy-enhancing technologies such as data clean rooms are proving to be the solution that allows organizations to collaborate across first-party data sets without risk or limit. We’re thrilled that News Corp Australia will set a new standard in Australia on how to work directly with advertisers to deliver richer data-driven experiences with privacy and protection.”
News Corp Australia has recently unveiled its Total Commerce offering where media, technology and commerce converge into a single consumer experience.
Managing director, National Sales, Lou Barrett said the company was well positioned with its audience insights, content and technology to offer Total Commerce solutions.
“The emergence of commerce media and its capacity to create measurable outcomes puts News Corp Australia in pole position to provide market-leading client solutions from the top to the bottom of the funnel and every stage of the purchase journey in between,” said Barrett.
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Top image: Richard Knott