News Corp has reached the level of Big Tech, Client Product MD Pippa Leary says, uniting its famously independent business units – publishing, Foxtel and REA Group – to create a pool of 16-million audience IDs. A consumer could watch Kayo, browse News.com.au, look at property on RealEstate.com.au, and News Corp can link them all, Leary says. The “arms race” of just having big numbers is over. “Claiming a big number is one thing, but actually, if you don't have a lot of daily active users and you do not have high match rates, it's actually quite meaningless,” she says. Using 13 data partners, including crucial IDs and location data from Near, News reckons it can achieve high match rates with brands and – in stark contrast to Big Tech – share more of those insights with brands. “All of [those IDs] have consent attached to them to be shared and to be matched,” Suzie Cardwell, GM Client Product and Strategy, says. News is now pushing hard for one click transactions within content, including video. See omnystudio.com/listener for privacy information.