Nine has announced a new strategic partnership with LiveRamp, an Acxiom company and leading global provider of data technology. With the partnership, Nine becomes the first wholly Australian-owned publisher to join LiveRamp’s ecosystem.
The partnership allows marketers and their agencies to use their own first party data, including rich offline data, to target known customers, in a privacy compliant manner, across the Nine Digital network.
Through LiveRamp, marketers will have access to Acxiom’s third party audience offerings including custom audience development and 600-plus custom audience segments that can be targeted across all of Nine’s major digital properties.
“We are very pleased to be the first local publisher to sign on to LiveRamp’s Connect Platform,” said Alex Parsons, chief digital and marketing officer at Nine. “Over the past two years we have reviewed our data strategy and completely rebuilt our offering with partnerships that include the likes of Data Republic, Red Planet and Adobe.
“This partnership gives Nine access to one of the world’s leading data technology infrastructure capabilities and enables marketers to achieve privacy-compliant precision targeting capabilities across Nine Digital’s inventory of display, mobile and video.”
“Nine is innovating to provide its consumers and advertising clients an enhanced data lead solution,” said Dean Capobianco, managing director for Acxiom’s APAC emerging markets.
“Advertisers in the Australian market can now develop high-value audiences from insight-rich offline CRM data and use LiveRamp to activate segments across Nine’s digital properties.”
Capobianco is a former ninemsn executive who worked in the digital business for six years and rose through the ranks to be group commercial director.