Nine partners with Experian for Mi9 New Zealand

Nine Digital’s Mi9 in New Zealand has partnered with Experian to grow its data offer in the market with access to broader audience segmentation.

The new partnership  will see the network target household segments and mosaic segments while matching offline databases to Microsoft’s IDs.

The partnership aims to assist NZ marketers better target consumers throughout the network.

Rhys Heron, managing director of Mi9 NZ, said the move would give Mi9 then chance to compete with global tech platforms.

“By Microsoft sending its 2.1 million authenticated IDs to Experian we now have in market Experian’s product portfolio – one of the most powerful data products available globally,” Heron said.

“It gives us all the incredible household segments that are available in other markets around the world.

“Having these crucial data sources and customer segments we are able to compete with the global tech platforms and give marketers greater value for money when they buy across our network.”

Mi9 said it had already experienced success with clients using Experian.

Lindsey Henson, senior marketing manager of Latitude Financial Services, said the company was better able to analyse traffic to its site.

“We then used these insights to plan a strategic campaign to an engaged audience. Experian has enabled us to optimise our ad spend by targeting more relevant users for our products to deliver a successful pilot campaign,” Henson said.

Alongside the expansion of its data offering Mi9 has also launched Audience Match, allowing marketers to access their offline database to target known customers across the Microsoft network.

“Mi9 can now compete with the likes of Google and Facebook both in terms of audience scale and also data targeting,” Mi9’s Heron said.

“We believe this is a positive development that will benefit the whole New Zealand market as marketers and their agencies continue to demand better data and insight from their media partners.”


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