Big Tech pain is publisher gain: Briefs ‘absolutely flowing in’ at News Corp as unified, granular user data play delivers, social platform effectiveness falters

As massive economic headwinds and Apple’s app tracking privacy push bear down on social platforms like Meta’s Facebook, the likes of News Corp Australia – long under pressure from Big Tech’s data smarts and audience scale – are positioning as full funnel alternatives. And it’s working. News reckons its News Connect data platform can target audiences on a granular level based on their interests and reading habits across retail, FMCG, travel, auto, and more. “You name it, we can find intenders in those categories,” says News’ GM of Client Product and Strategy Suzie Cardwell. Upper funnel ads drove a 55 per cent in-store boost for one furniture brand, while an auto manufacturer saw double the dealership visits for those exposed to ads on News’ platforms compared to those who weren’t. Per Cardwell: “The briefs are absolutely flowing in.”

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