Westpac partners with Verizon Media for privacy-led marketing solution

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Verizon Media logo | iTMunch

Financial services company Westpac Group announced its partnership with Verizon Media’s Omnichannel DSP across to implement marketing across its complete brand portfolio, including Westpac Bank, Bank of South Australia and Bank of Melbourne. Verizon Media is the department of Verizon Communications that focuses majorly on media and online business.

This new partnership will give Westpac Group access to the end-to-end strategic planning and marketing capabilities of Verizon Media. This alliance will also be inclusive of access to Verizon Media’s full service omni-channel activation (including Connected TV and DOOH), first-party data-based audience insights and proprietary measurement tools to drive efficiency.

Verizon Media’s expanded DSP marketing solution was unveiled internationally in May. The software has the ability to optimize, manage and report on premium, programmatic and marketplace inventory, targeting, formats and measurement from one single platform.

The Westpac-Verizon Media partnership

Westpac Group announced this partnership after several months of vigorous technical and security testing that confirmed the Verizon Media DSP meets the financial services company’s strict data, security and performance standards and protocols.

Senior Manager of Marketing Transformation at Westpac Group, Tom Andrews said they’re delighted to partner with Verizon Media to integrate its powerful technology across the banking group’s business to future-proof the marketing investments. Westpac Group chose Verizon Media’s marketing solution for the job because it is set up to help navigate the at-hand challenges faced by marketers which includes loss of cookies, the need for more transparency and more stringent data management.

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More on the announcement

Westpac Group Logo | iTMunch

Commenting on the news, Andrew Gilbert, Head of Platform Sales at Verizon Media ANZ said they’re incredibly proud to announce this strategic alliance. They have collaborated across multiple departments within their business to successfully integrate into the digital ecosystem of Westpac Group, he added.

According to Gilbert, this partnership has come at a time when data privacy, marketing ROI and consumer experience are of the utmost importance. Through Verizon Media’s first-party data-led planning capabilities, exclusive inventory, supply path transparency tool and competitive pricing model, the media company is ready to navigate brands in this changing marketing landscape.

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