NOVA announces new partnerships as part of its first-party data investment

As part of its continued investment in first-party data – and the evolving role of AI across the business – NOVA Entertainment has today announced two new partnerships.

The network has teamed up with data management company Tealium to enhance its ability to collect, unify and activate audience data in real time.

It comes as NOVA expands its digital portfolio of mobile, web, smart TVs, in-car experiences and connected platforms.

Key priorities for NOVA include real-time data collection, additional activation channels, stronger identity resolution across anonymous and known audiences and the ability to seamlessly activate data across marketing, commercial, and analytics platforms, all underpinned by strict data privacy and governance standards.

NOVA has also partnered with LiveRamp, a company which helps businesses drive performance through AI-powered marketing.

It says this will enable advertisers to securely collaborate their first-party data with NOVA’s audience data, unlocking more effective and measurable campaigns at scale.

NOVA says that by leveraging its first-party data, strategic partnerships and an integrated technology stack, it now delivers audience insights across more than 90% of its listener base.

It builds on NOVA’s broader strategy to evolve audio following initiatives unveiled at its recent Infronts, including the eight-signal measurement framework, Path to 11% and the Audio Planning & Optimisation Platform (APOP), developed with Landmarks ID.

Combined, the network says these form the spine upon which a more connected, transparent and performance-driven ecosystem is being built.

NOVA Entertainment’s Chief Commercial Officer, Nicole Bence said “At our Infronts, we committed to earning audio’s place on the plan by proving its performance, and you can’t prove what you can’t address or measure.”

“This is the foundation that makes that real: letting advertisers match their own data to nearly all of our audience, with people’s consent, and reach them around the talent and moments they already love.”

“It’s not technology for its own sake, it’s how we make audio easier to plan, prove and believe in.”