News Corp’s D_Coded annual event to showcase competitive edge

More than 1100 people will gather at the annual D_Coded event in Sydney and Melbourne this week to discuss transformative digital solutions.

News Corp’s managing director of clients partnerships, Lou Barrett.

Businesses eager to obtain greater insights into the mindset of their audiences will be the focus of News Corp Australia’s annual D_Coded event in Sydney and Melbourne this week.

D_Coded 2024, which is in its fifth year, was established to help marketers have a greater understanding of how they can adopt solutions that deliver results in the rapidly-evolving digital age.

News Corp’s managing director clients partnerships, Lou Barrett, said the digital landscape was “challenging particularly for smaller clients who don’t have their first-party data in a solid place”.

“We are focused on delivering return on investment for advertisers’ marketing spend and that is what this is giving us — the opportunity to do it for them,” she told The Australian.

More than 1100 clients are registered to attend the two-day event which will feature contributions from clients, partners, marketers, media executives and digital experts.

News Corp Australia executives Pippa Leary, left, and Lou Barrett.

Ms Barrett said the advantage of data-driven digital advertising was that “the promise is you do know 100 per cent of where your advertising is going because it is targeted”.

“That’s what everyone is chasing,” she said.

“The reality is for the last five years that’s been degrading and it’s going to degrade further so whatever challenges they have with efficiency and cost of their marketing, it’s going to get worse.

“They are going to have to do things differently and the time is running out to pick their media partners to help them deliver their marketing strategy.”

Among those to headline the event is Media Universe cartographer and professor of Media and Entertainment, Evan Shapiro, who will discuss how brands, agencies and publishers focus on understanding their audience in order to achieve financial success.

News Corp’s managing director, client product, Pippa Leary, said at the moment businesses were limited from getting a transparent understanding of who was visiting their online sites.

“They can see a little bit of who is coming to their site if they have been collecting it (the information) and if they have a customer data platform or a data management platform, but it’s quite expensive,” she said.

“We have all our information uploaded, it’s completely privacy compliant and safe and we can identify customers as they move through our ecosystem, which just gives them (businesses) incredible scale.”

LiveRamp senior vice president Daniella Harkins will also deliver a keynote address at the event that discusses the opportunities for businesses that are available in the Australian market.

News Corp Australia is publisher of The Australian.

Originally published as News Corp’s D_Coded annual event to showcase competitive edge