Seven adds commercial data lead, names Adobe as latest data partner

Nine’s Dean La Rosa has joined Seven as the network’s new head of commercial data, with a remit to deliver commercial data solutions for customers and partners.

His hire coincides with a new data partnership between Seven and Adobe for the 7REDiQ audience intelligence platform.

Dean La Rosa

The new partnership with Adobe is part of the 7BYOD (Bring Your Own Data) product suite, which now connects over six million SWM-iDs with an Adobe ID.

It will allow marketers to identify new customers from Seven’s signed-in base, and use insights for campaigns targeted across the network’s digital channels.

Seven West Media CMO, Charlotte Valente, said: “With rich insights into the behaviour of more than six million people who have registered with Seven’s market leading 7plus platform, 7REDiQ gives marketers the ability to define their own customers by their passions, affinities, purchasing power, behaviours and attitudes. 

“Now we have taken the step of offering Adobe customers a granular understanding of their audience inside the 7REDiQ platform through Adobe ID match, as part of Seven’s BYO data solution.

“This secure and compliant environment gives brands the power to append their own customer data against our verified audience data and data from our premium second-party data partners.”

Seven’s latest data partnership follows the recent team-up with Unpacked by Flybuys for CTV targeting, and Weatherzone for new location data.

SWM network digital sales director, Nicole Bence, said: “We are very excited to welcome Dean to the team. His talent and experience will help us build our first-party deterministic data approach to prepare for the decline of third-party cookies.

“As we continue to add new data partners and innovative technology solutions to 7REDiQ, Dean’s experience and skills will help us fast track commercial data led solutions for our clients.”

La Rosa, who has held several commercial data roles at Nine and also spent time with Acxiom, said: “I’m excited to be joining Seven. What they have accomplished over the past 12 months is incredible and people are taking notice. 

“Seven’s approach to connecting Flybuys and Mastercard data to logged-in users on the largest screen in the house – all in time for the start of the Tokyo Games – clearly demonstrates how innovation, insights and results are at the heart of 7REDiQ.”


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