Yahoo7 has secured a new data partnership with international data innovation, applied analytics and AI company Quantium to further enhance its offering of qualified, one-to-one targeted advertising solutions in the fast-moving consumer goods (FMCG) space.

The deal will enable Yahoo7 to use Quantium’s QSegments to target consumers based on basket-level purchase data. QSegments have been built using anonymous customer-level supermarket purchase and banking transaction data and cover a wide range of advertiser categories. 

Included in the deal is the ability for Yahoo7 to activate the audience segments across Gemini, the brand’s native advertising platform, and across the Yahoo7 network. 

The new partnership will allow Yahoo7’s advertisers to target FMCG shoppers based on verified supermarket purchase behaviour and track the effectiveness of digital advertising against in-store and online sales, whilst doing so in brand safe and scalable environments. 

The inclusion of the Quantium data is the latest addition to Yahoo7’s ‘datasphere’ – the company’s comprehensive portfolio of owned and partnered data sources.  

Dan Richardson (pictured above), head of data and targeting at Yahoo7, said: “FMCG marketing is Yahoo7’s largest investment category, so it’s crucial that we continue to build our market-leading data offering in this space. 

“We’ve worked hard to negotiate relationships with data partners who align with our view that real transaction data is the best possible predictor of purchase behaviours, which combined with our own data across almost 10 million Australians, allows us to offer our advertising partners one-to-one targeted advertising driven by the most accurate consumer insights.” 

Quantium CEO Adam Driussi said: “QSegments are determined by real world consumer behaviour, not the educated guesswork of inferred approaches.