New tech at Australian property marketplace Domain is helping the Nine subsidiary manage advertising processes, data and products.
Broadcaster Nine Entertainment – which publishes the Sydney Morning Herald, The Age and the Australian Financial Review – owns 60 per cent of Domain.
The company is made up of a portfolio of brands which offers products and solutions to consumers, agents, and parties interested in property across every step of their journey. Evolved from the papers’ property sections, it attracts high-intent property seekers to a mobile app and websites, making it a powerful advertising opportunity.
Now, working with Advendio and partner Trigg Digital, it is working on a single system for order and inventory management, analytics, campaign management and billable data, better leveraging its Salesforce use. The project aims to unearth new revenue through increased productivity and reduced data errors, as well as utilising the Advendio connections to ad servers, DSPs and ad exchanges.
Head of digital ad product and operations Melissa Lim Wanless says the project fits with Domain’s aim to inspire confidence in “life's property decisions” with its transformation into a property marketplace looking to do that.
“Our ability to provide a range of products and solutions for every stage of a customer's property journey embeds us in their hearts and minds whenever there's a change in their life stage.”
The upgrade will help them innovate advertising products, and enable the automation of campaign workflows, as well as providing the timely insights needed for business decisions.