Network Ten has revealed that from 1 July advertisers will be able to access its new multi-platform, multi-device, data-driven segments across all digital platforms.
Over the course of the year, Ten has announced several data partnerships as it moved its sales operations back in house, with the key data deal being struck with Lotame.
As part of this, Ten has been developing a bigger data lake for clients to access across each of its key platforms, allowing for advertisers to trade through an addressable cross-device audience on web, mobile, tablet and connected TVs, including iOS and Android, all linked to a Ten ID.
Over the past six months, Ten has also announced technology partnerships with Tealium, Braze and Telaria to support its data strategy.
Network Ten chief sales officer Rod Prosser told AdNews the ability to create a "data-rich" offering for clients was a "valuable step" in enhancing the capabilities of the network's new sales team.
"As users move around Ten's platforms, including the like of 10 Play and 10 Daily, we want to be able to provide advertisers with a really targeted ad solution," Prosser says.
"Some advertisers still want that mass reach and will use our linear screens for that proposition, but what this will give clients the chance to do is delve deeper into trading on specific audiences, which will create a level or 'premium' solution."
The news coincides with the anticipated relaunch of 10 Play, which has been in the works for the network over the past 12 months.
Prosser says Ten are "working tirelessly" at redeveloping the platform, which will be heavily focused on creating a more fluid user experience. Unable to confirm an exact date, he says Ten are hoping to relaunch it in the back end of the third quarter.
10 Play is having its biggest year ever, with broadcast video on-demand viewing up 57% from the same point in 2018, while 10 Daily had its biggest month ever in April 2019.
It recently launched in Nielsen Digital Content Ratings with a monthly unique audience of 716,073 unique visitors.
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