News UK launches cross-brand first-party data platform
News UK has launched a first-party data platform, giving advertisers access to 36.5 million digital readers.
The platform, named Nucleus, uses rich data and contextual insights from online users of The Times, The Sunday Times, The Sun, Virgin Radio, Talk Sport and Times Radio.
Nucleus uses a combination of demographic data alongside unique declared and contextual targeting information, letting brands target their advertising based on traditional user metrics, as well as insights such as preference, opinion and emotions.
Ben Walmsley, commercial director, Publishing at News UK believes that the ability to target consumers based on emotional context can increase advertising consumption by up to 45% by understanding the emotional resonance of the content around which it sits.
He said: “The power of emotion as a targeting mechanism is becoming ever more important. Emotions drive actions and the rich storytelling approach across the News UK portfolio of brands inspires emotions in a way no other media format can.
“First party data gives brands greater targeting accuracy, ensures that they remain privacy compliant and future proofs their activities in a rapidly changing market. Nucleus will now form a part of all partnership briefs, ensuring campaigns are tailored to our audience’s preferences, options and emotional resonance.”