The partnership combines Yahoo7’s online insights with Roy Morgan’s geo-psychographical behavioural segmentation to provide advertisers even more effective targeting for specific audience groups across the Yahoo7 network.

Michele Levine, CEO – Roy Morgan Research said: “This latest strategic partnership reaffirms Roy Morgan’s role as the data partner of choice for media owners, and further expands the boundaries of just what’s possible in today’s (and tomorrow’s) programmatic media buying landscape.

“It’s an exciting time, not only for us and our partners, but for the brands that are now equipped to identify and reach their target audiences more simply, clearly and precisely than ever. We look forward to seeing the great results that Helix Personas will deliver to Yahoo7 advertisers.”

Paul Sigaloff, commercial director – Yahoo7 added: “For the past eight years, Yahoo7 has led the market with our behavioural targeting products. Adding Helix Personas to our existing Data Sciences Suite of products enables us to continue to deliver the most comprehensive range of advertising solutions in Australia.

“Bringing together our sophisticated insights products with Roy Morgan’s class-leading research enables even more targeted advertising based on demographics, behaviours and attitudes.”

Yahoo7 Data Sciences is a comprehensive suite of market leading targeting and data products that connect advertisers to a qualified audience at scale.

Roy Morgan’s Helix Personas is a unique and powerful consumer segmentation and data integration tool that combines sophisticated psychographical and behavioural data to classify the Australian population into 51 Personas and 7 Communities using a combination of Roy Morgan Single Source data and third party data sources.

Helix Personas are now available through the Yahoo7 Data Sciences Suite.

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