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How to unlock data as a superpower when you don’t have any
Published AdNews
Australia’s major content producers have been building and enhancing a treasure trove of audience data – understanding what people are reading, watching and listening to – and creating precision targeting opportunities for brands.
The activity has been fast and furious, including Nine’s data matching capability with the support of Adobe; News Corp’s Customer Data Platform (CDP) created in partnership with Foxtel Group, Streamotion and REA Group; and Seven’s 7REDiQ that connects partner data from Ticketek, Flybuys and Experian to name a few.
Now, the publishers and broadcasters are showing that these deep wells of data can help brands of all sizes efficiently reach a target audience. And contrary to what may be common belief, you don’t need your own data to make the most of this opportunity.
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