Nine has unveiled its newly rebuilt data stack, which aims to deliver advanced audience data platforms for advertisers in Australia. The media company has also expanded 9Tribes platform to include more new intender audiences to ensure brands can reach hard-to-find consumers. The new platform will give advertisers access to comprehensive, real-time insights, targeting and sales-based measurement built on Nine’s unique first-party audiences to ensure return on investment for advertisers is unparalleled to deliver better business results.
With a first-party, logged-in data critical to brands being able to have a direct relationship with consumers, Nine has undertaken a program of technology and product upgrades to create the most comprehensive and cohesive single view of the consumer in the market and close the gap with global platforms. This single view is made possible by Nine’s new real-time Customer Data Platform, implemented in partnership with Adobe, which is now live. The CDP brings together data from Nine’s 22 million logged in users across the entire Nine suite of brands.
It collects their demographic, content consumption and behavioural information. It also brings in data from selected partners like Flybuys and Equifax to create rich, detailed, real-time profiles of audience members. For brands, this means the real-time capabilities of the CDP, together with the new capability to identify audiences wherever they are across the Nine suite of brands, give the richn.