10’s data targeting just got smarter with best-in-class data partners

“We know more about our audiences than we ever have.”

Network 10 Upfront announcement regarding new third party data partners:

Network 10 is continuing to roll out its data strategy and has announced key data partnerships with Quantium, Eyeota and Greater Data. These partnerships extend 10’s targeting capabilities across more industries, interests, behaviours and demographics focused firmly on purchase behaviour and intent, life stage triggers and in-market signals.

From November, advertisers will be able to target audiences in these premium segments overlayed with 10’s rich first party data on web, mobile and connected TVs for all Apple and Android devices.

Network 10’s chief sales officer Rod Prosser said: “We have a solid foundation of first party data on 10 Play and 10 Daily, both of which continue to achieve record audiences this year. We know more about our audiences than we ever have.

“Our ambition has been to work with market-leading data partners who deliver industry specialised offerings. The partnerships with Quantium, Eyeota and Greater Data help us become smarter with our targeting. They’re about extending our current capabilities to develop deeper, more effective solutions for advertisers, and they’re about getting the balance right so advertisers know who they’re engaging with, and reaching the people they want to, at scale. That’s the power of partnering with 10.

“When we re-launched our sales team last year, we said we were accelerating our data strategy and that we were going to invest in a premium and differentiated data offering. With the support of CBS’ systems and technology, we have achieved this in less than a year.”

The partnership with Quantium will provide access to Q.Segments, which accurately predict purchase behaviour and intent across a range of FMCG, retail, travel, lifestyle and household categories.

Quantium’s executive – media Lawrence Puang said: “Quantium is proud to be partnering with another world class media company, Network 10. Advertisers can now leverage more than 400 Q.Segments on Network 10 platforms. Powered by more than 2.5 billion annual retail transactions, Q.Segments help advertisers reach their audience at the right time, with the right message, and with unrivalled accuracy and efficiency.”

The partnership with Eyeota will unlock access to an extensive range of premium data sources, including purchase behaviour and intent that spans all financial institutions.

Eyeota’s senior manager ANZ, data supply Jimmy Aoun said: “We are excited to leverage our premium data partnerships to enhance Network 10’s understanding of their data and create new and exciting audience solutions. By linking premium intelligent purchase behaviour and intent data with Eyeota’s more than four billion unique user profiles worldwide and Network 10’s mass audience, we’re able to support Network 10’s position as data-driven leaders in the media & entertainment sector.”

The partnership with Greater Data will arm 10 at its core, providing robust, premium quality demographic data from a multitude of sources.

Greater Data’s founder and managing director Georgie Brook said: “Greater Data’s strength is the breadth of our partnerships and the intelligent way we maintain our data assets. This partnership with 10 gives us the opportunity to lift previously offline datasets into digital media, at scale.”

Further data partnerships will be announced soon. The announcement of these partnerships follows the launch of 10’s addressable advertising solution on 1 July.

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