Fairfax having brought its close relationship with Adobe to Nine Entertainment, the two are now to work together on a new data partnership.

One of the less flashy events from Nine's upfronts was the announcement of Audience Match, set to deliver "people-based" audiences across Nine's properties using Adobe Audience Manager to access Nine's 13 million registered users.

Chief sales officer Michael Stephenson says the partnership will give Australian marketers "a unique alternative to both traditional media players and new digital platforms", giving a quality content environment together with data at scale.

It gives access to both online and offline rich customer data and the ability to build 'look-a-likes' of consumers, matching an advertiser's hashed email addresses with Nine's data. Stephenson says this will create a fully-addressable audience not dependent on cookies, with every ad impression linked back to an actual person.

Nine is making Audience Match available immediately for 9Now, and will roll it out across other properties early next year. Coles will be the exclusive launch partner, putting its own data into the mix.