News Corp Australia has taken a major leap forward in audience intelligence with the unveiling of enhanced data capabilities for its Intent Connect platform. The updates, announced today at the publisher’s annual D_Coded event, are designed to streamline campaign planning, execution, and measurement, delivering greater efficiency and impact for advertisers.
According to Lou Barrett, News Corp Australia’s managing director of client partnerships, these advanced tools eliminate guesswork from media planning, ensuring brands can reach the right audiences with the right message at the right time.
“At News, we are hyperfocused on driving engagement with our audiences because it allows us to understand the motivation behind the data,” Barrett said. “Active engagement reveals genuine intent, and that translates into real action. News’ combination of scale, truly engaged audiences, rich data, and brand safety allows us to deliver far superior campaign performance and measurable business outcomes for our clients.”
AI-powered audience targeting & measurement
The enhancements to Intent Connect introduce more than ten new features, with four key upgrades announced today:
• (C)AI segment builder: Initially introduced at D_Coded last year as an AI chatbot, (C)AI has now evolved into a powerful Large Language Model trained on data from News Corp’s digital network. Advertisers can describe their ideal target audience, and (C)AI will intelligently build an optimal audience using first-party and partner data.
• Recommendation engine: This new tool expands campaign reach by identifying additional data points that align with the client’s target audience. It analyses user behaviours, interests, and intent to uncover insights that refine targeting strategies.
• Content connect: A significant upgrade to this feature now integrates News’ first-party data with insights from strategic partners, offering enhanced precision and personalisation. This allows advertisers to gain deeper insights into audience intent and preferences.
• Campaign and attribution summary: This market-leading innovation delivers real-time analysis of campaign performance, providing actionable insights both during and after campaigns. The tool integrates News’ independent suite of measurement reports to demonstrate tangible business impacts, including brand uplift, in-store visits, and actual sales, within a unified dashboard.
Dean La Rosa,D_Coded 2025.
Privacy & compliance at the core
Dean La Rosa, News Corp Australia’s general manager of commercial data, added, “We are constantly developing and evolving the most compelling and privacy-compliant data proposition in the market, ensuring brands can leverage high-quality data signals with confidence,” La Rosa said. “Our commitment to transparency and compliance means that when brands engage with us, they gain access to deeper audience insights than ever before, driving real-world impact and lasting business value.”