News Corp Australia is integrating Google PAIR and LiveRamp ATS Direct into its Customer Match advertising targeting tool.
The publishing business said that by creating a consistent identity through the integration, brands can understand customer behaviour across digital properties. This data allows the creation of specific audience segments for activation within News Corp’s network of more than 17 million Australians, and is used in a privacy-compliant way, it said.
Managing director of 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.”
With Google PAIR, News Corp Australia will become one of the first publishers in the country to integrate the first-party data solution into its Customer Match capabilities. The move will allow marketers, advertisers, and agencies to activate their own customer data to News’ audience.
“By seamlessly integrating our clients’ customer data with News’ vast audience insights, we can create a complete picture of the customer journey,” managing director of client partnerships Lou Barrett added.
“This allows us to personalise advertising experiences in a way that’s both impactful and privacy-compliant.”
The company’s partnership with LiveRamp opens up the opportunity for ATS Direct, allowing for more precise targeting and measurement. It will help create a comprehensive view of customer interactions across digital channels and allow brands to both build targeted audiences, and reach them within the News Corp network.
Google PAIR and LiveRamp ATS Direct were unveiled at D_Coded, News Corp’s annual digital marketing event.
Director of commercial data, video and product Paul Blackburn said News Corp’s 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.”
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Top image: Leary