Nine expands Audience Match capability with Salesforce data integration

Nine’s Audience Match will be integrated with Salesforce in early 2022, thanks to a new partnership that will allow Salesforce clients to match and activate customer data to Nine’s 14 million signed-in users.

The Salesforce partnership comes a year on from locking in a data partnership with Adobe, and now makes Nine the only Australian media organisation to have such deals with both companies.

Audience Match already allows marketers to activate people-based audiences across all of Nine’s properties using Adobe’s data management platform Adobe Audience Manager and Nine’s registered users.

Announced as part of Nine’s 2022 Upfronts event, the Australian-first integration between Salesforce and Audience Match will allow advertisers using any Salesforce Cloud with Salesforce CDP and the Salesforce Nine App, to match their first-party consumer audiences against Nine’s ecosystem of signed-in users.

This will include the ability to target users, including those signed into 9Now (which has 11 million users on its own), through a connected television.

Speaking about the new integration, Nine’s director of sales – digital and publishing, Nick Young, said: “Today Nine can announce that in an Australian first, its Audience Match product will integrate with Salesforce.

“The partnership builds on Nine’s market-leading on-boarding capabilities activated over the last 12 months, which have involved significant deals with key players such as Adobe and also LiveRamp, and ensures that regardless of the marketing technology provider a brand uses, it can utilise Nine’s Audience Match solution to onboard audiences to Nine.

“We’ll have more to say on this in the coming months, but for the moment we are excited that regardless of what platform a brand is on in 2022, we’ll be able to help them with a seamless, safe and privacy-compliant solution allowing them to activate their audiences across all of Nine’s digital properties.

“Identity-based targeting opportunities that tap into the Martech already embedded in your businesses: it doesn’t get better than that.”

Salesforce Australia area vice president, digital 360, Jo Gaines, said the partnership shows that Nine is a “trailblazer”.

“Its approach to first-party data means marketers will be able to expand insights, deliver cross-channel personalisation and build even stronger relationships with customers in an environment which protects the privacy of the customer.

“Customers are now digital-first. Every moment counts, no matter where, how, or with whom it takes place. Relationships are built on a collection of moments. Customers expect these moments to be connected, timely, relevant, human and built on trust.

“Data is the steel thread that connects every moment across the relationship between brands and consumers. With Salesforce CDP marketers can engage with relevance, personalise every moment, and build trusted customer relationships.”


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