Gumtree is improving its offering for advertisers, launching a new solution that looks to leverage first-party data and helps tap into the circular economy.
The new solution aims to help marketers connect with Gumtree’s network currently reaches 8.5 million Australians and has 2.4 million listings using a new Audience Match product.
With Gumtree users turning to the platform for all parts of life’s full circle – whether that is moving out of a family home or moving into a new property – advertisers will now be able to leverage the insights that come with this ‘circular economy’.
Advertisers will be able to target users based on different life stages and serve ads accordingly.
A bank advertising on Gumtree might identify that one of its credit card customers is browsing to buy a new vehicle on Gumtree. The bank could then start targeting this user with personal loan deals, for example.
“Essentially what we’re doing is we’re creating bespoke solutions, using the circular economy,” said Gumtree Australia’s director of advertising Shannon Fitzpatrick.
“We’re bringing our clients’ unique datasets and our wealth of first-party data together in a way that can actually build bespoke solutions for our clients.”
Fitzpatrick also tipped the idea of the circular economy to become an increasingly important part of advertising in the near future.
“As the society becomes more sustainable, that’s a really interesting opportunity for marketers to look into it,” he said.
Gumtree has also partnered with Liveramp to launch Audience Match, which will help advertising partners combine their data in a safe and privacy-compliant manner.
“It basically allows marketers to merge their datasets with Gumtree’s data and to run those placements across our network of sites,” said Fitzpatrick about the partnership.
“It’s definitely enabling, in a privacy-compliant way, marketers to think about their journey and their customers.
“At the same time, we as a publisher are also thinking about our users and their journey on site. [We’re] bringing both marketing technology and advertising technology together.”
