A new data collaboration solution has been introduced in New Zealand by Omnicom Media Group (OMG). This innovation, in partnership with InfoSum, enables brands to work together securely with first-party data. TVNZ, NZME, and Trade Me are among the launch partners.
PHD Aotearoa, a local OMG media agency, launched a test campaign in partnership with Trade Me. With Trade Me’s shopping and lifestyle data, they hope to improve media performance and acquire information for upcoming campaigns.
This method provides OMG clients with a more in-depth understanding of actual New Zealand consumers. Improved communication and activation strategies, enable more accurate connections and enhance business outcomes.
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As reported by Mad-Daily,
Chris Daley, OMG’s head of Annalect, said,
“This new service for our clients is a major circuit breaker when it comes to allowing deep insight into audiences, their behaviour, and how we connect with those customers. It allows us to balance data privacy with data utility, unlocking opportunities to build rich consumer intelligence from a network of local data partners and publishers. We’ll now be able to activate campaigns to precise audiences, all while not contravening privacy laws or comprising the ownership of that data.”
Ivan Fuyala, Trade Me’s head of ads, emphasised the partnership’s value stating,
“This partnership ensures we are well positioned to deliver highly targeted campaigns to our advertising customers in a privacy-compliant manner beyond 2025. As a customer-centric business, ensuring the privacy and security of our customers is paramount, so we’re pleased to be able to move forward with this solution for our partners. As a customer-centric business, ensuring the privacy and security of our customers is paramount, so we’re pleased to be able to move forward with this solution for our partners.”
