News Corp’s CDP lets advertisers match and target customers across all of its content

News Corp has launched a new identity database that will allow advertisers to target brand messages to individual customers, whether or not they are logged in.

The new database, Customer Match, was one of two new innovations unveiled today at the media conglomerate’s D_Coded event.

L-R: Pippa Leary, managing director, client product; Lou Barrett, managing director, national sales Suzie Cardwell, general manager, client product & strategy

In addition, News Corp has also created a complimentary new Customer Data Platform, which will provide advertisers with unprecedented, privacy-safe insights from across News Corp Australia, including Foxtel Group and REA Group.

Developed in partnership with location data specialist Near, the Customer Match database will offer client partners the ability to match their customer emails against 16 million Australian emails, and from there, target brand messages to individual customers in a privacy-safe way.

For managing director, client product, Pippa Leary, the new innovation will marks a new approach to customer data tracking in the context of the looming ‘cookie apocalypse’, which she described as a ‘COVID moment for media’.

“As with COVID, in the aftermath of what we call the cookie apocalypse, there’s going to be clear winners and losers,” said Leary. “Only those with direct connections to their audience and there customer base, that is first party data, are going to survive and thrive.”

“But simply having first party data is not going to be enough,” she added. “Each of us will have to be able to easily extract meaningful insights in order to create the customer segmentation.”

The program is designed to deliver scaled, person-based targeting of audiences in News Corp Australia’s highly engaging digital environments, helping brands to  find new customers and target existing ones.

Leary said that the Customer Match capability will deliver client partners with unprecedented insights into Australian consumers.

“Customer Match allows marketers to activate audiences with genuine scale to generate genuine outcomes,” said Leary.

“Near has built a database of 16 million Australian emails and through our partnership we have matched these to the IDs we have sitting in our market-leading audience intelligence platform, News Connect. Using News Connect IDs means audience members are not required to be registered and logged in while a campaign is running. Customer Match is a genuine game changer promising to turbo charge the match rates between client customers and our audience.”

“Importantly we can also measure the effect we’ve driven through our attribution suite – brand uplift, footfall, FMCG sales, and other category sales. This is all done in a privacy-compliant way where customer data is always completely anonymised, which will be unaffected by the cookie apocalypse,” added Leary.

General manager of client product and strategy Suzie Cardwell said the market understands that the major challenge of matching email addresses on digital networks is getting sufficient match rates and then finding active daily or weekly logged in users to achieve scale.

“Our Customer Match solution addresses both of these critical challenges,” said Cardwell. “In our trials run to date, we’re seeing high match rates. As our targeting solution doesn’t rely on people being logged in to receive advertising, our active user rates are extremely high. ”

“It is with great excitement that we announce our new CDP (Customer Data Platform), it will supercharge our understanding of audiences, uncovering their interests not only across News Corp Australia’s digital network but across all of the networks,” said Leary.

“Done with privacy at the forefront, we anonymise the emails and deal only in ID numbers rather than personal information. Our new CDP will advance our understanding of our audiences’ interests while continuing to deliver our advertisers privacy-compliant ways to talk to audiences and customers. It will give us deep, granular audience intelligence and targeting capability and we will be able to extract meaningful insights in order to create our customer segmentation, the kind of segmentation that allows us to target client messages to the right people.”

Customer Match is available now.


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