Nine plans on giving marketers “what they crave” by ramping up its data proposition and cementing more data deals across the market.
In a new milestone for the business, the network is one of the first Australian publishers to integrate its Adobe data management platform (DMP) with programmatic player Telaria.
As well as confirming the signing of a new partnership with Telaria, formerly Tremor Video, which can now link into Adobe Audience Manager DMP, Nine has also overhauled its insights reporting around key video products.
Nine’s digital chief operating officer Christiaan Rutten says the move offer marketers and their agencies a new way of buying Nine’s video inventory, with the aim of giving far greater understanding of the audience they are reaching.
He says the Adobe/Telaria move puts Nine “far ahead of the curve” and clearly sets it apart from the competition who only have one or the other.
“In particular, marketers will be able to see insights beyond simple demographics, with insights into the most watched shows within particular segments, along with transactional and intent behaviour derived from our data partnerships, such as Red Planet, Data Republic and Equifax,” Rutten explains.
Independent New York-headquartered business Telaria monetises and manages premium video inventory and has clients on its books such as Hulu, Condé Nast and Warner Bros. Locally, it's headed up by VP APAC Juliette Stead – who previously worked at Channel 4 in the UK.
“Programmatic creates significant benefits. For publishers, it’s about fill and yield; for buyers, reach, frequency and budget management are central, and both sides benefit from transparency and data insights,” Stead says.
“The Adobe DMP integration deepens the partnership between Nine and Telaria to drive even more value for advertisers and the result is that the viewer benefits from a more relevant and engaging experience.”
AdNews understands that Nine opted for Adobe's DMP over others because many big brands work with Adobe and what makes its new proposition interesting is getting Adobe and Telaria to plug into each other.
Nine has been ramping up its data proposition significantly in the past two years.
As well as still having its data relationship with Microsoft, whereby it has access to user data from platforms such as Outlook and Skype, it has data from five million logged in user IDs across 9Now and has inked new partnerships with the likes of Data Republic, Equifax, Red Planet and Live Ramp.
On questioning whether marketers care about the specifics of what data and tech deals media and publishers are making, as opposed to simply caring about what makes a good ROI for them, Rutten says, “some marketers understand the data space more than others”.
“For marketers, the more they understand their data and tech partners and ask questions around the sources of the data when working with partners, the more they can test and optimise each component part and be sure they are continually improving their ROI,” he says.
“We work with a suite of data and tech partners to be able to cater to the different needs of different marketers and are very open about that. In the end the people we work with are the leaders in the space and have a unique perspective – take someone like Red Planet, they are the largest loyalty program in Australia. I don’t think the benefits of working with someone like that is all that confusing for marketers.”
So has Nine nailed its data stack? Rutten says for now Nine is focused on continuing to grow its video on demand platform 9Now.
“It's also about making it easier for marketers to buy, through partnerships like Telaria,” he says.
“The reality is we are constantly looking for new ways to further improve our leading data offering and combine it with our premium brand safe publishing and broadcast video content. And that’s not going to stop - rather we will continue to grow.”
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