Media agencies like what they see with D_Coded, News Corp’s fourth digital marketing event for advertising, marketing and media executives,
It’s all about first party data and targeting consumers in privacy-sound way.
This includes Customer Data Platform (CDP), one of the largest in Australia and created in partnership with Foxtel Group, Streamotion and REA Group, will launch in July.
And Shoppable Video Advertising is all about making transactions easier and directly from within advertisers' video content.
Lorena Chiarella, Sydney trading director, UM: “It’s great to see the industry developing solid solutions for the impending cookie-less world.
“News’ proposition with 16million UIDs is extremely strong and will be very valuable to clients that have their first party data approach in practice.”
Dany Coutinho, head of operations at Sillyfish: “With the demise of cookie tracking, brands are really trying hard to find a way that is not intrusive yet target people with relevant and useful ads.
“What News Corp are talking about isn't new, Google and Facebook have been doing this for a while now and have seen immense success - from a retargeting perspective as well as finding similar or look-a-like audience.
“From an agency perspective, we have seen a lot of success with these targeting options and them driving campaign objectives.
“With more platforms adopting privacy compliant methods, I predict digital advertising will be heavily relied upon to drive results at the bottom end of the marketing funnel.
Rebecca McKiernan, digital performance director, Frontier Australia: “With privacy, data and the cookie-pocalypse being at the forefront of everyone’s mind, News’ Customer Match and CDP announcements will get (and have already gotten) the attention of both agencies and advertisers.
“While 1st party data is a priority for Frontier and our clients, News is sometimes overlooked when it comes to data and targeting capabilities – when up against the Googles of the world - but these products highlight their strength in that space and will be considered for our client campaigns moving forward.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.