Ten parent ViacomCBS ANZ is promising a digital catch-up for the broadcaster with a new channel and a deal with Unpacked by Flybuys.
Wesfarmers and Coles announced last month the data of the 8.6 million members of its joint-venture loyalty club members was being packaged into a new division.
Now Ten's upfronts - in which the brand of its US parent was prominent - have been told the new division has been added to the ViacomCBS data stack to sharpen targeting and measurement for BVOD platform 10 Play.
Head of data and digital audience Josh Slighting says "best-in-class addressable advertising and analytics capabilities" have been built across 85 per cent of its platforms in 18 months, with 75 per cent of total digital sales powered by data.
"We are invested in building something truly premium, with technology that gives us future optionality and removing any reliance on third party data and changing identifiers like cookies," he said.
10 ViacomCBS and Flybuys is supported by opartnerships with RedPlanet, Quantium and Smrtr.
The upfronts also saw the addition of 10 Shake to Bold and Peach, what head of programming Daniel Monaghan called the "unapologetically noisier, cheekier and younger siblings" of the network.
Among talent will be Geordie Shore star Charlotte Crosby (pictured) after this year's I'm a Celebrity...Get me out of Here season, who returns for several new shows.