David Jor­dine, Sales Exec­u­tive, Dig­i­tal Mar­ket­ing Suite, Adobe ANZ – LinkedIn

Nigel Tutt, General Manager – Digital Media, Fairfax New Zealand

Nigel Tutt, Gen­eral Man­ager – Dig­i­tal Media, Fair­fax New Zealand

It’s no sur­prise that as the dig­i­tal mar­ket­ing indus­try evolves, the data that proves mar­ket­ing results is becom­ing just as impor­tant as smart mar­ket­ing ideas them­selves. With this thought in mind, I was excited to attend yesterday’s ad:tech Dig­i­tal Data Sum­mit in Syd­ney, an event ded­i­cated to encour­ag­ing Aus­tralian pub­lish­ers, mar­keters and agen­cies to turn data into action­able insights to opti­mise cam­paign performance.

The event offered two tracks for atten­dees to choose from: one focus­ing on data and how mar­keters use it; and the sec­ond track pro­vid­ing insights into the dig­i­tal adver­tis­ing scene. A mix of some very lively panel dis­cus­sions and indi­vid­ual pre­sen­ta­tions gave atten­dees the chance to hear from some of Australia’s top practitioners.

A high­light of the day for me, was the announce­ment by our cus­tomer, Nigel Tutt, who’s Fair­fax New Zealand’s Gen­eral Man­ager, Dig­i­tal Media, that his orga­ni­za­tion has become the first in Asia Pacific to imple­ment Adobe’s Audi­ence­M­an­ager tool as its new data man­age­ment platform.

The move to work with Audi­ence­M­an­ager means that Fair­fax NZ, the pub­lisher of some of New Zealand’s most pop­u­lar online news and infor­ma­tion sites (stuff.co.nz, Com­put­er­world, Rugby Heaven and more) will now be able to iden­tify more spe­cific audi­ence sets among their broad and var­ied traf­fic. In turn, this is going to enable them to cre­ate pack­ages and oppor­tu­ni­ties offer­ing far more tar­geted offer­ings to adver­tis­ers across industries.

I’m going to be watch­ing how Fair­fax NZ uses this new plat­form with great inter­est. I’m also look­ing for­ward to see­ing the impact this has on the smart adver­tis­ers who want to make sure their dig­i­tal mar­ket­ing cam­paigns are highly tar­geted and per­form­ing to max­i­mum impact.