Nine launches new data products

Nine drives a deeper connection with new audience data products

Nine has announced the launch of two new data products, Audience Sync and Audience Match, providing clients with greater flexibility when it comes to harnessing the power of owned, publisher and third-party data.

Alex Parsons, Nine’s chief digital & marketing officer, said: “As a publisher, our role is to connect advertisers with the right audience, at the right time, in a way that creates a meaningful outcome for both parties. By shifting the focus away from siloed data to using all types of data in a harmoniously and productive fashion, these new data products enable a scalable, yet relevant conversation with consumers around a brand’s product or service like never before.”

Audience Sync

Nine’s Audience Sync allows advertisers or agencies to leverage their own DMP to activate their own audience segments across Nine’s digital inventory. The new offering enables advertisers to identify and target customer segments in real time across Australia’s premium online network of brands, including sites and products such as, 9News, Wide World of Sports, Xbox, Skype and Outlook.

Audience Match

Audience Match enables advertisers to fine-tune the conversation they are having with existing or prospective customers. By matching customer databases against more than 15 million active unique user accounts, advertisers can develop more sophisticated holistic marketing strategies that reflect customer purchase history, reward brand loyalty, upsell and cross-sell product, as well as potential customer acquisition through audience expansion modelling.

Ben Gunn, Nine’s director of sales – digital, said: “Whether through our managed solutions or bought programmatically, we have spent considerable time building best-in-class targeting products that deliver the best possible outcome for our clients. Coupled with Nine’s extensive premium content network, innovative ad formats and scale, our two new audience data products challenge the offerings of international players, and deliver greater flexibility when it comes to the marketing solutions we are able to offer our clients.”

Nine’s digital network includes, 9News, Wide World of Sports, 9TheFix, 9Honey, 9Coach, 9Pickle, 9Elsewhere, 9Kitchen, 9Now, plus the Microsoft products suite of MSN, Skype and Outlook.

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