News Corp Australia Enhances Ad Targeting with Google and LiveRamp Integration

News Corp Australia integrates Google PAIR and LiveRamp ATS Direct into its Customer Match tool, enabling brands to target 17 million Australians with precise, privacy-compliant data. The integration allows marketers to activate their own customer data and match it with News Corp's audience insights.

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Nitish Verma
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News Corp Australia Enhances Ad Targeting with Google and LiveRamp Integration

News Corp Australia Enhances Ad Targeting with Google and LiveRamp Integration

News Corp Australia has announced the integration of Google PAIR and LiveRamp ATS Direct into its Customer Match tool, enabling brands to target 17 million Australians with precise, privacy-compliant data. This development allows marketers, advertisers, and agencies to activate their own customer data and seamlessly match it with News Corp's vast audience insights.

Why this matters: This integration has significant implications for the advertising industry, as it enables more targeted and effective advertising while prioritizing user privacy. As more companies focus on leveraging first-party data, this development sets a new standard for data collaboration and privacy compliance.

The integration creates a consistent identity, allowing brands to understand customer behavior across digital properties and create specific audience segments for activation within News Corp's network. News Corp Australia is one of the first publishers in the country to integrate Google PAIR, a first-party data solution, into its Customer Match capabilities.

Pippa Leary, Managing Director of Client Product at News Corp Australia, emphasized the significance of this development, stating, "News Corp Australia is leading the industry in unlocking the value of first-party data. Our interoperability strategy ensures that brands have the tools they need to reach their customers better than ever, driving superior campaign outcomes."

The partnership with LiveRamp opens up the opportunity for ATS Direct, allowing for more precise targeting and measurement. Lou Barrett, Managing Director of Client Partnerships at News Corp Australia, highlighted the benefits of this integration, saying, "By seamlessly integrating our clients' customer data with News' vast audience insights, we can create a complete picture of the customer journey. This allows us to personalize advertising experiences in a way that's both impactful and privacy-compliant."

Paul Blackburn, Director of Commercial Data, Video and Product at News Corp Australia, emphasized the company's commitment to leveraging data while prioritizing user privacy. "This allows us to develop cutting-edge solutions that leverage the power of data while prioritizing user privacy," Blackburn stated. "Ultimately, it's about giving clients the tools they need to reach and engage their target audiences in a compliant and effective way."

The integration of Google PAIR and LiveRamp ATS Direct into News Corp Australia's Customer Match tool was unveiled at D_Coded, the company's annual digital marketing event for advertising, marketing, and media executives. This announcement underscores News Corp Australia's ongoing efforts to provide advertisers with advanced data collaboration capabilities and effective ways to connect with their target audiences while maintaining a strong focus on privacy compliance.

Key Takeaways

  • News Corp Australia integrates Google PAIR and LiveRamp ATS Direct into Customer Match tool.
  • Enables targeting of 17 million Australians with precise, privacy-compliant data.
  • Allows marketers to activate their own customer data and match it with News Corp's audience insights.
  • Integration sets a new standard for data collaboration and privacy compliance.
  • News Corp Australia prioritizes user privacy while providing advanced data collaboration capabilities.