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News 3 May 2021 - 2 min read

Seven hires new commercial data lead to manage new Adobe ID deal

By Josh McDonnell - Senior Writer

Seven has appointed Dean La Rosa as Head of Commercial Data to lead the company's new partnership with Adobe.

What you need to know:

  • Seven has appointed Dean La Rosa to lead its commercial data offering and new partnership with Adobe.
  • His appointment also follows the addition of Flybuys and Weatherzone as new data partners for Seven's 7REDiQ audience intelligence platform.

Seven has named Dean La Rosa as Head of Commercial Data, leading the new partnership with Adobe for its 7REDiQ audience intelligence platform.

La Rosa will join Seven on 10 May and be responsible for identifying and delivering commercial data solutions. His resume includes commercial data roles at Nine Network and, before that, two years at Acxiom. 

The Adobe announcement was slated as a key element of the 7BYOD (Bring Your Own Data) strategy, which now connects over 6 million Seven West Media IDs with an Adobe ID. A similar partnership was also announced between Nine and Adobe late last year.

La Rosa's appointment follows new data partnerships for 7REDiQ with Unpacked by Flybuys, the data division of Australia’s most popular loyalty program, and Weatherzone. 7REDiQ’s other data partners include TEG, Carsguide and Mastercard.

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