Nine has partnered with Data Republic to gain access to grocery-buying segments.

Nine has announced a strategic agreement with with Data Republic to gain access to grocery-buying segments across its network.

The move will significantly improve its digital audience targeting across the network’s digital assets by allowing access to in-store transactional data from Australia’s largest independent grocers’ loyalty program.

The grocery and loyalty data features five years of itemised basket data from an independent grocer network of over 1600 stores across Australia.

Subsets from the transactional dataset have been used to develop aggregate grocery segments which allow advertisers to improve customer targeting across the Nine Digital network of more than 15.3 million authenticated user IDs.

“By being able to marry up users’ offline habits with our existing database we will be able to allow advertisers to better target their campaigns and achieve better results,” says Alex Parsons, Nine’s chief digital and marketing officer.

Nine says the deal also includes scope to extend into other audience segments, such as banking and retail, and over time offer deep level insights reporting, which would see advertising spend across the Nine and Microsoft networks married with sales uplift across advertisers.

“Today’s Data Republic partnership will be a keystone in hoe Nine uses data going forward.” says Parsons.

“Suffice it to say, the appetite for marketers to be able to actually target real world users based on this type of data is extremely high,” he says.

“Nine’s data team can access high-fidelity datasets from a range of brands and service providers to unlock insights on purchasing behaviour to strengthen campaign targeting and personalisation, says co-founder and CEO of Data Republic Paul McCarney, for whom it’s imperative to ensure consumers understand the security and privacy measures taken.

“We don’t have any personal information, we operate on a tokenised environment,” he says.

“The governance of the data is something that we hold very close to our heart.