News Corp Unveils Tech Innovations at D_Coded
Image source: The Chronicle
News Corp showcased its latest technological advancements at the recent D_Coded event, introducing new data and targeting tools aimed at preparing advertisers for a future without cookies and navigating an accelerated privacy landscape. Central to its strategy is the launch of Intent Connect, a new platform that allows agencies to plan smarter campaigns, book with confidence, and measure real outcomes with News Australia.
Key Insights from the Event:
User-Centric Marketing: The event highlighted a shift towards a user/audience-centric approach in marketing, emphasising the importance of engaging consumers on their terms.
Challenges of Data Loss: Acknowledging the challenge of data loss due to the depreciation of third-party cookies, News Corp emphasised the need to address this hurdle in achieving audience-centricity.
Rise of First-Party Data: The significant investment in first-party data by brands, agencies, and publishers signals a broader industry trend towards leveraging owned data sources for more effective targeting and personalisation.
Navigating Privacy Regulations: With changes in privacy laws looming, including both GDPR and forthcoming Australian legislation, the event underscored the importance of proactively addressing privacy concerns and ensuring compliance.
Business-Centric Focus: Contrasting GDPR's consumer focus, the upcoming Australian legislation places greater emphasis on businesses, necessitating a strategic shift in approach for advertisers.
Interdisciplinary Collaboration: Collaboration between marketing, legal, and IT teams was emphasised as crucial for navigating evolving privacy regulations effectively and ensuring alignment across departments.
Intent Connect: Empowering Agencies with Next-Gen Solutions
A highlight of the event was the unveiling of Intent Connect, News Corp's proprietary platform designed to revolutionise media planning, buying, and measurement processes. Leveraging News’ CDP and strategic partnerships with third-party data and measurement providers, Intent Connect aims to provide advertisers with the tools they need to gain meaningful insights and maximise ROI.
Key Features of Intent Connect:
Guiding Principles: Insight, audience fidelity, interoperability, audience addressability, and independent measurement form the core principles of the platform.
ROI Focus: Intent Connect aims to deliver a 5x return on ad spend (ROAS), providing advertisers with a clear benchmark for success.
Comprehensive Planning: The platform's Plan component offers an array of features, including an audience builder, hyper-local insights, customer matching with first-party data, and expansive reach.
Streamlined Booking: With the Book component, advertisers can seamlessly book across various channels, benefit from integration with Meta via News LiveRamp, purchase based on guaranteed attention time, leverage AI-driven creative optimisations, and tap into partnerships with platforms like WeAre8.
Robust Measurement: Intent Connect provides independent, full-funnel measurement capabilities through partnerships with leading measurement providers, ensuring advertisers have access to accurate and actionable insights.
AI-Powered Assistance: The platform features an AI assistant to streamline planning, buying, and measurement processes, empowering advertisers to make data-driven decisions with ease.
Overall, News Corp's D_Coded event and the launch of Intent Connect signal a significant step forward in the evolution of media planning and buying, providing advertisers with the tools and insights they need to navigate an increasingly complex digital landscape.
