LiSTNR has struck a data partnership with DataCo Technologies to bolster its data cleanroom strategy. The collaboration will enable advertisers to integrate their databases with LiSTNR’s 1.95 million first-party database, aiming to enhance campaign effectiveness while ensuring local safety and privacy compliance.

DataCo Technologies, an Australian cleanroom solution, provides access to merchant data from Australia's leading banks and global financial data providers. Developed within the Business Creation Lab of 1835i, the innovation partner to ANZ Bank, DataCo offers bank-grade security and privacy protection.

LiSTNR said it had chosen to partner with DataCo’s Cleanroom Data Collaboration Platform due to its robust security and privacy features. The media company claimed this makes LiSTNR the only digital audio platform to partner with DataCo.

The DataCo cleanroom will allow brands to use their own databases in conjunction with LiSTNR’s first-party database in a safe and privacy-compliant manner. The solution is a managed service for brands, rather than self-serve, something SCA said would help brands get maximum return on marketing investment.

Advertiser data processed through DataCo’s proprietary technology undergoes a one-way transformation that protects personally identifiable information. Under the partnership, LiSTNR’s first-party data can be dissected at a segment or spending level, such as which content is listened to by people who spend money on grocery products or if consumers are listening to a particular podcast, and what categories of spend they index highest in.

LiSTNR said this provides it with a better understanding of the consumers of its content across the platform as well as their spending habits outside the LiSTNR ecosystem.

Uber Eats is an early adopter and key launch partner of the technology platform.

"We offer millions of Australians a highly curated experience on our platform, helping them go anywhere and get anything in the very moment they need. Naturally we're excited to be working with the LiSTNR Cleanroom in the same way - to use technology to provide listeners with more personally relevant offers," Uber ANZ Director Local Operations, Beth Pondo, said.

SCA Executive Head – LiSTNR Commercial, Olly Newton, was excited to announce a partnership with DataCo to deliver another cleanroom solution on LiSTNR.

"Being able to data match is the highest value property that you can buy in digital audio because it enables ad dollars to work harder," he said. "The combination of first party data from LiSTNR, now enhanced with financial data from DataCo and an advertiser’s own data, means brands benefit from enhanced planning insights, greater campaign performance and optimisation capabilities unrivalled by other Australian audio platforms."

DataCo CEO, Rami Mukhtar, said the aim is to drive improved marketing outcomes for several local and global brands.

"This collaboration underscores our commitment to simple, privacy preserving and secure data solutions which deliver measurable results for our clients," he said.

The partnership with DataCo follows the launch in April of LiSTNR’s AdTech Hub, an exclusive advertising technology suite of innovations and services. The AdTech Hub has driven more than 150 new advertisers to the platform in just the first four weeks of its launch, and across all advertising categories, demonstrating the strong interest in digital audio and LiSTNR in particular.