Yahoo7 and Quantium have expanded their data partnership to include Yahoo7’s technology services, BrightRoll DSP and Gemini Native Marketplace.

The deal offers Australian marketers a media-agnostic opportunity to activate Quantium and Yahoo7 proprietary shopper data across the full Yahoo7 network, as well as all programmatic ad exchanges and devices on the BrightRoll DSP and Gemini In-Feed Native Marketplace.

The expanded offering will allow advertisers to focus on reaching their target audience in a way that is goal-oriented and can be measured against actual in-store sales in addition to online clicks or conversions.

The expansion launches with several partner advertisers including Yoplait and SPC via full-service media agency Slingshot.

Yahoo7’s partnership with Quantium began in October last year.

It allows advertisers to target FMCG consumers based on verified shopper purchase behavior, and track the effectiveness of digital advertising against physical and online sales in brand safe and scalable environments.

Yahoo7’s head of data and targeting, Dan Richardson (pictured above), said: “We’re focused on the continued growth and evolution of our market-leading data offering in the people-based marketing space.

“This next step in our Quantium partnership reinforces Yahoo7’s focus on creating relevant advertising experiences, based on facts from registered customers, email users and transaction data, and ultimately providing shopper targeting capabilities.”