Nine partners with Data Republic to provide grocery and loyalty data to advertisers
Nine has signed an agreement with data exchange company Data Republic which will give Nine advertisers access to key grocery-buying segments across its network.
Data Republic CEO Paul McCarney and Nine’s Alex Parsons
The agreement, set to be announced at today’s Nine upfronts event, will see Data Republic provide Nine with grocery and loyalty data sourced from a network of more than 1,600 independent grocers.
Subsets from this data have been used to develop aggregate grocery segments which will allow advertisers to improve customer targeting across the Nine digital network and its 15.3m authenticated user IDs.
Granular grocery data + programatic don’t mix.
Building GB segments based on independent grocery chains would not be representative consumer behavior.
“allow advertisers to improve customer targeting across the Nine digital network and its 15.3m authenticated user IDs”
Advertisers being anyone who isn’t a competitor to IGA in the FMCG category that is, if they see you as a competitor you are blocked out from buying these segments.
Loose data mapping at the very best. Why start with FMCG store trends and not more robust data like the banking sector where you can do a 1:1 match.
Further, refer to comments 1-3.