Fairfax introduces behavioural targeting for job ads
Fairfax Media is to start using behavioural targeting to deliver job ads to readers across its network.
Advertisers with MyCareer.com.au will see their ads delivered across the Fairfax Media network to users whose surfing behaviour indicates they work in the appropriate sector.
The service will be based on Fairfax’s behavioural targeting tool FD Connect which uses cookie data to track the activity of its users.
According to the Fairfax announcement: “Job Boxes will allow live job ads to be advertised directly to specific and relevant target markets on all metro mastheads including theage.com.au, smh.com.au, brisbanetimes.com.au, watoday.com.au, as well as online classifieds such as RSVP.com.au, Domain.com.au and Drive.com.au.”
John Brand, GM of key categories for Fairfax Media said: “If the user’s online behaviour on the Fairfax Digital network indicates that they frequently access content related to the financial world, they will be shown ads for finance jobs,” said Brand.
While media owners – and advertisers are beginning to make increased use of behavioural targeting, the move by Fairfax is one of the most high profile offerings to date.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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Wake me, I fell asleep.
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And what if viewing behaviour indicates i like viewing websites of naked men with big boners, what job ads will they serve up to me?
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So it’s only going to serve ads to active job seekers from MyCareer? What’s the point!
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@ Dave the gay art director. Fluffer.
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Sounds like “turd polishing” to me
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