As third-party cookies continue to decline, digital marketers face a new challenge: how to maintain effective targeting without relying on outdated methods. In May 2024, News Corp Australia responded to the growing "signal loss" crisis with a simple yet innovative concept – Signal Gain.

With over 40 per cent of browsers worldwide (excluding Google Chrome) already blocking third-party cookies, marketers saw traditional cookie-based approaches losing their grip. Google's decision in July 2024 to give users control over cookie settings only postponed the inevitable. At News, we viewed this disruption as an opportunity to capitalise on the scale and effectiveness of Intent Connect, our privacy-compliant audience intelligence data platform built on first-party and strategic data partnerships.

At D_Coded 2024, we showcased exactly what Signal Gain was, demonstrating how Intent Connect can convert customer signals into a campaign that delivers four times the return on ad spend compared to traditional cookie-based campaigns. Our initial trials with leading retailers and travel brands showcased impressive results. One travel brand reported a 67 per cent lift in interaction rates on their videos versus cookie-based open web campaigns. A large supermarket brand also increased its spend on our programmatic guaranteed channels by 3,000 per cent based on the results using this new signal gain approach, and that's just the start.
 

Engaged reach: The power of trusted and relevant content to drive real business outcomes.

As we look ahead to 2025, the key differentiator is not just access to quality data – it's Engaged Reach. It’s not about impressions; it's about real, meaningful interactions that drive business outcomes. At News, we define Engaged Reach simply: page views divided by unique audiences. But what this really represents is us having the most engaged audience across any Australian publishing network.

Millions of Australians engage with our trusted content every week, providing us with valuable insights into consumer intent. These insights enable us to deliver commercially viable opportunities for brands. Engaged Reach is more than numbers; it’s about trust, relevance, and meaningful connection. According to latest research from Industry body Think News Brands, advertising alongside trusted news content generates:

• Advertising in news content ensures audiences see your brand as more informative (+27 per cent), more trustworthy (+18 per cent) and delivering the best offers (+16 per cent).
• A brand-safe environment, underpinned by rigorous journalistic standards.
• Access to premium content that amplifies campaign impact.

In contrast to many digital platforms relying on fragmented, unreliable data, News offers contextual relevance and high-quality, first-party insights that enable advertisers to connect with engaged audiences at scale.
 

Empowering brands with intent-driven engagement:

As high-quality data becomes increasingly abundant, its real value lies in the quality of signals, not quantity. Intent-driven engagement is the ultimate differentiator. However, much of the data driving digital ad spend is flawed, based on incomplete or contradictory signals that misclassify consumers, leading to wasted ad spend and ineffective targeting.

Consider the difference between someone passively watching a Gordon Ramsay video on Facebook versus someone actively searching for recipes on Taste.com.au. One is a fleeting impression, the other signals genuine intent. Active engagement leads to action – passive impressions do not.

This is where the true power of Intent Connect is unleashed. Every month, we capture 2.5 billion first-party data signals, providing advertisers with unmatched precision and audience insights.

As we prepare to launch the next phase of Intent Connect at D_Coded 2025, we aim to make high-quality data more accessible and actionable for advertisers. Our mission is clear: to empower brands with the tools and insights necessary to deliver measurable outcomes. By prioritising data quality, contextual understanding, and privacy compliance, we’re helping brands navigate the complexities of modern marketing with confidence.
 

Setting a new standard for digital marketing

In a world flooded with data, the true differentiator lies in extracting meaningful signals. At News, we’ve demonstrated that achieving Signal Gain is not just possible –it’s transformative. By focusing on engaged reach, high-quality data, intent signals and innovative technology, we’re not just adapting to the future; we’re shaping it.

Join us at D_Coded 2025 to discover how Intent Connect is setting a new standard for the industry.