Star Media Group partners Antsomi to enhance customer data strategy

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Star Media Group has announced its collaboration with technology company Antsomi in a strategic effort to leverage the Antsomi CDP 365 customer data platform.

The initiative is focused on bolstering customer engagement across multiple channels by refining Star Media’s approach to using first-party data. This partnership is intended to help the company unify and leverage customer data for better insight into audience behaviours and preferences.

Through the adoption of the SaaS-based Antsomi CDP 365, Star Media Group, known for its operation of Malaysia's leading English-language newspaper and news portal, along with radio stations and event businesses, seeks to consolidate customer data for more personalised experiences across its various platforms.

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The integration of Antsomi CDP 365 is anticipated to amalgamate data from both digital and offline sources, creating comprehensive customer profiles. This development is aimed at driving digital subscriptions for The Star Digital, improving engagement and retention through a diverse channel approach.

Additionally, the AI-driven audience segmentation capabilities of Antsomi CDP 365 will enable Star Media Group to leverage the IAB (Interactive Advertising Bureau) dictionary and taxonomy to classify users accurately. The AI-trained model will then sync audience data to its ad server, Google Ad Manager, allowing for more relevant ad targeting based on user behaviour and context.

Kevin Seng, senior general manager of technology, Star Media Group, highlighted the significance of improving service to customers through enhanced data strategies. “As a leading media group in Malaysia, we have many touchpoints with our readers and customers, both online or offline. This first-party data can help us better serve them," said Seng.

"The adoption of a customer data platform, i.e Antsomi CDP 365, will allow us to achieve our goals while also adhering to the relevant privacy regulations through appropriate data anonymisation. This platform supports our commitment to a long-term first-party data strategy, enhancing our engagement and offerings for our audiences," he added.

Serm Teck Choon, co-founder and CEO of Antsomi, said that the partnership is an important step in enhancing Star Media Group’s data strategies. “We are honoured that Star Media Group has selected Antsomi CDP 365 as its customer data platform. This collaboration marks a significant step in empowering the media group with the right data strategy and approach to optimise audience segmentation and engagement," he said.

The collaboration is positioned to act as a catalyst for innovation within the media sector, aspiring to set a benchmark for how technology can be effectively employed by publishers to foster more interactive connections with their audiences.

Handling customer data has become increasingly important in recent times, particularly for media owners and online platforms. Recently in January, LinkedIn was sued for allegedly using customer information for AI model training. In the class action suit, LinkedIn premium customers claimed that LinkedIn shared private messages to third parties without permission and that disclosed details were used to train Gen AI models.

The class action suit claimed that LinkedIn had quietly introduced a privacy setting last August that allow users to enable or disable the sharing of their personal data.

The lawsuit was eventually dropped. In conversations with A+M at the time, a LinkedIn spokesperson said, "These are false claims with no merit".

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