NOVA expands first-party data capabilities with Tealium and LiveRamp

NOVA Entertainment has expanded its first-party data capabilities through new partnerships with Tealium and LiveRamp, claiming it can now deliver audience insights across more than 90% of its listener base.

The company said the investment strengthens its ability to provide advertisers with advanced targeting and measurement capabilities, as demand for demonstrable media performance continues to grow.

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New partnerships support data strategy

The announcement builds on initiatives unveiled at NOVA's recent Infronts, including its eight-signal measurement framework, Path to 11%, and the Audio Planning & Optimisation Platform (APOP), developed with Landmarks ID.

NOVA said its new partnership with Tealium will enhance its ability to collect, unify and activate audience data in real time across its digital platforms. The company said the technology will support data orchestration as its mobile, web, smart TV, connected and in-car offerings continue to expand.

The broadcaster said key priorities include real-time data collection, stronger identity resolution and the ability to activate data across marketing, commercial and analytics platforms.

Advertisers gain access to audience matching

NOVA has also partnered with LiveRamp, enabling advertisers to match their own first-party data with NOVA audience data for campaign targeting and measurement.

NOVA Entertainment chief commercial officer Nicole Bence said the initiative was focused on improving audio's accountability for advertisers.

“At our Infronts, we committed to earning audio’s place on the plan by proving its performance, and you can’t prove what you can’t address or measure. This is the foundation that makes that real: letting advertisers match their own data to nearly all of our audience, with people’s consent, and reach them around the talent and moments they already love. It’s not technology for its own sake; it’s how we make audio easier to plan, prove and believe in.”

NOVA said its approach is built on audience trust, transparency and consent, with a focus on privacy-first data practices.