‘We don’t follow the market here in Australia’: Nine adds LiveRamp to its data offering
Nine has unveiled a strategic partnership with Acxiom’s data technology provider, LiveRamp, to improve its offering for advertisers.
The new partnership will give marketers and agencies access to online and offline data, to target consumers across Nine’s Digital network.
Liveramp lacks scale in Australia. Low match rates….
Nine.com.au O&O sites = 3m UB’s pm approx.
Not much compared to Oracle’s Marketing Cloud with over 100m Uniques p/m.
Agencies don’t want to fish in a small pond for audience data…
100m in Australia? Interesting given we have a population of 24m… congratulations Oracle! Pure genius…
Advertisers can’t get enough of data? Very true but a game changer by no stretch of the imagination.
I love what Live Ramp facilitates but by no means is this press worthy Nine, it is a classic follower move.