Data Management Platforms (DMPs) are increasingly considered the nexus point between marketing and advertising technology, representing the bridge between the two disciplines. They are also becoming an indispensable weapon the modern marketers armory.

Later this month Australia’s marketers will be able to hear how one of Australia’s biggest media companies, Nine, is utilising its DMP and hear advice from the executives behind the project.

“It is important to think beyond the use of demographic data in your advertising strategy,” says Nine Digital’s Head of Data & Programmatic Product Sales, Krish Raja.

Krish Raja Head of Data & Programmatic Product Sales Nine Digital

He along with colleague Angelo Sinibaldi Head of Data Products Nine Digital are presenting at the upcoming Adobe Symposium at Sydney Opera House later this month.

According to Raja,” Nine Entertainment is a company obsessed with creating great content, distributing it broadly to engage Australian audiences & advertisers. We do that across multiple platforms including our vast TV & Digital networks which reach over 90 per cent of the Australian population.”

Raja will use his time on stage to explore the shift occurring in the industry around transacting data through DMPs and share insights into the types of conversations advertisers and publisher now need to start having to achieve better results.

For his part, Sinibaldi will discuss how Nine has identified data as a business priority on its journey to becoming an experience business. He will also reveal insights into how Nine is leveraging PII data to deliver experiences for both Nine’s partners and audiences that set them apart in the industry.

Angelo Sinibaldi Head of Data Products Nine Digital
Angelo Sinibaldi Head of Data Products Nine Digital

Sinibaldi says his relationship with Adobe started after completing the data strategy review for Nine. “I led the business case, DMP review process, and contract negotiations to on board the Adobe DMP. Upon contract signing, I was the project sponsor for the Adobe DMP during implementation.”

We asked Raja and Sinibaldi to identify the key take always they want delegates to get form their presentation. They flagged three points;

  • Don’t limit your advertising strategy to demographic data only
  • Consider a Nine second party data share to add to your own data asset within the Adobe eco-system
  • Build a great team internally with the right can-do attitude to underpin your data strategy

Increasingly the data strategy will be the differentiator of success according to Sinibaldi “The development of a world-class analytics platform is key to supporting agencies and advertisers with a decisioning platform to optimise advertising across our network.”

About the Authors

Adobe is a corporate member of the Which-50 Digital Intelligence Unit. Member provides their research and insights for the benefit of our readers. Member fees apply. Andrew Birmingham is the director of the Which-50 Digital Intelligence Unit.


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