Telstra has licensed the TradingPost brand to Unique Websites, ten months after it first revealed plans to license to rival CarSales which the Australian Consumer and Competition Commission (ACCC) later blocked.
From July this year Unique Websites will assume responsibility of TradingPost’s websites, sales, technical and infrastructure operations.
The agreement will provide consumers and advertisers an alternative overseas operators, according to Unique Websites’ chief executive Geoff Holmes.
“The ‘EasyList’ platform we will use to power Tradingpost.com.au delivers the latest integrated advertising features and improved levels of security for both buyers and sellers.
“Consumers now expect a more engaging online shopping experience, whilst advertisers are demanding simple but powerful tools to give usage and ROI insights. Our service will deliver that.”
Mark Buckman, Telstra media executive director, said the licensing is “positive news” for the Australian classified market.
“Tradingpost remains an iconic classifieds brand that is important to many Australians, and that’s why we were so determined to identify a bright future for it as we streamline our advertising businesses,” Buckman said.
A restructure of Telstra’s digital assets saw the telco agree to let CarSales take on TradingPost to combine it with its Quicksales.com.au site.
But just before Christmas the ACCC oppose the move adding: “The proposed acquisition would have reduced the choice for advertisers by removing a significant competitor with an offer that is attractive to dealers and private advertisers, differing in important ways from the Carsales’ offer.”