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How News Corp and Near are innovating with first-party data

Data is the new 'glue' that will hold together the evolution of marketing and this future, itself, is being redefined at a breakneck speed. The fast-evolving trends on data and privacy are keeping marketers on their toes constantly as they get ready for a cookie-less world.

This fireside chat at The Drum Digital Summit untangles this multi-faceted theme and help marketers to get future-ready. The panel features Suzie Cardwell, general manager client product and strategy, News Corp Australia and Shobhit Shukla, co-founder and president of Near. The session looks into the ways in which businesses can future proof themselves using data, with insights from News Corp and Near.

The next era of marketing is going to be all about a solid first-party data strategy and the winner will be the one who is able to keep pace with this constantly evolving technology ecosystem.

News Corp a leading publisher in Australia has already embarked on the digital transformation journey using its first-party data capabilities and is in a privileged position with its audience data.

Shares Suzie Cardwell, “we were able to use first-party data collection methods early on with our foundation of the first-party owned data that doesn't depend on the third-party cookies or other third-party collection methods.” Going forward, the company's audience data strategies will have a huge focus on future proof identity solutions, she adds.

According to Shobhit Shukla of Near, “it has become very important for organizations to understand how consumers are behaving in the post-pandemic world, what kind of services are they consuming digitally, versus still preferring to walk back into stores, and that is where the human movement data in real world becomes very critical, along with their online behavior data.”

A huge number of companies have embarked on this digital transformation journey to have a better data-led understanding of their audiences. The holy grail of successful marketers is going to be around rich first-party data that allows better segmentation and targeting of their audiences.

While looking for solutions marketers need to remember that it should deliver a certain amount of scale for it to be viable as a business.

View the whole session above to understand how marketers and publishers can build a robust and future-ready first-party data strategy, even as countries and cities open and businesses continue to get transformed, or visit www.thedrum.com/digital-summit/2021/events/505.

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