Mastercard and Yahoo7 has announced the launch of a new tool to help Australian companies more effectively market to their customers.
Mastercard Advertising Insights has been developed to improve advertising effectiveness based on insights derived from anonymous, aggregated Mastercard transaction data, rather than browsing patterns.
Yahoo7 will pair these insights with their own online populations, allowing industries such as restaurants, retailers and travel to more successfully deliver targeted offers and benefits.
The insights have been designed help identify consumer trends as local as postal code that can be activated across Gemini, Yahoo’s proprietary native marketplace, and Brightroll DSP.
Paul Sigaloff, commercial director at Yahoo7, said the new offering provides clients with the most effective audience tools available.
“Our audience profiles, built on the richest and most diverse data in Australia, enables clients to find the right audience, while the power of Gemini and BrightRoll DSP+ delivers content to consumers during the most effective micro moments of their purchase journey,” he said.
“Our unique proposition is already proving its success with significant uplift in client campaigns.”
Marc Carolus, Mastercard Advisors’ Australasia principal, said: “Fiven its array of assets, Yahoo7 is an exciting partner for Mastercard in the Australian market. Together, we deliver a unique combination of browsing trends with actual transaction data, which is far superior to survey or derived data as it demonstrates real spending patterns.”
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