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News UK launches cross-brand, first-party data platform

Nucleus will enable advertisers to reach 36.5 million people across its digital network.

Brands will have access to one of the largest known UK audiences based on true first-party data, letting advertisers target campaigns at scale to a valuable set of consumers. Using News UK’s first-party relationships, they can get to know their consumers in a deeper but more privacy-compliant way.

With Nucleus, rich, first-party demographic data is combined with unique declared and contextual targeting information. That way, advertisers can focus advertising not just based on traditional user metrics, but also innovative new insight such as opinions, preference, and emotions.

Targeting consumers from an emotional perspective is unique to Nucleus: using the platform this way can increase advertising consumption by up to 45% through understanding the emotional context of an advert.

News UK’s commercial director Ben Walmsley commented on Nucleus’ launch, saying: “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 that no other media format can.” 

12/07/21

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