Equifax Australia and The Trade Desk have partnered to enable advertisers to activate premium, finance-based audience segments from Equifax directly within TTD’s platform.
The partnership means brands can gain access to “sophisticated targeting and insights” covering more than 15 million consumers and 8.7 million unique households across Australia.
By leveraging these unique geodemographic and financial audiences, global media agencies, enterprise and premium brands, retail media buyers and advertisers can reach high-value audiences across premium digital environments, including popular entertainment streaming platforms.
“Australian brands are increasingly looking for localised, accurate data that moves beyond basic demographics to better reflect the actual financial realities of households today,” said Christian Williams, head of consumer portfolio and insights at Equifax.
“In an environment where consumers are facing rising cost-of-living conditions, it is vital for brands to understand these nuances to gain meaningful cut-through.”
He said the partnership results in helping customers reach new audiences in a more targeted way, bridging the gap between abstract audience data and tangible campaign
outcomes and ultimately, assisting with their budgets going furth er.”
“Effective advertising starts with data grounded in how consumers live and spend. Equifax brings that credibility. By making their financial audiences available directly on The Trade Desk,
we’re enabling brands to connect with the right audiences in a more meaningful and privacyconscious way across premium digital environments on the open internet.” said James Luty,
senior director of data partnerships, The Trade Desk.
The partnership also offers bespoke audience capabilities, where Equifax can build tailored segments for specific brand requirements.
