News Corp, the Australian wing of the multinational media company, and realestate.com.au have brokered a deal to share data collected by each firm.
Advertisers will be able to access the interaction data of some 18 million Australians through the News Connect service. Both companies have similar data collection methods, so their numbers can be easily shared between them. When asked about the potential bonuses brought to business by this agreement, News Corp chief digital officer, Nicole Sheffield, had this to say.
“This enables our clients to connect to audiences with precision across our network of engaged, premium environments. It is one of our most successful products and adding market leading realestate.com.au to our stable of data partnerships significantly expands our offering with access to qualified, accurate behavioural audience data from the largest real estate site in Australia.”
News Corp isn’t the only company in Australia looking for data. Nine, another large media establishment, has also been making deals with businesses such as Equifax and Data Republic. This won’t be the end of these deals, as data continues to be a big ticket item in the market.