Yahoo7 ups consumer targeting capabilities with Quantium deal
Yahoo7 has expanded its customer targeting offerings to FMCG clients in a new tie up with Quantium.
Yahoo7 partners with Quantium to create unrivalled data offer for FMCG clients
Yahoo7 has secured a new data partnership with leading international data innovation, applied analytics and AI company, Quantium, to further enhance its market-leading 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.
Better late than never.
Doesn’t Yahoo only have 1 million PII records? Cookie data is hardly 1:1 targeting
Coles Flyby data from Quantium (transactional data) is not as great as they want us to believe.
Flyby members are largely dormant card holders who don’t use their card or go to its website (to enable Flyby to collect active user cookies).
The flyby database is a sizeable offline database (xls/.csv – for lack of a better description) that still needs to be matched up with active online cookies – which is where Y!7 come into play.
The dormant flyby card holders still pose a high risk of incorrect data. Wrong address (incorrect household data), purchase intentions change (had kids etc)…
Dan is right, they may now have access to ‘real transactional data’. How long ago the Quantium flyby user was either online or actively updated their member info is where this all comes undone.
Dan, have a talk with some other content publishers who were using Quantium for the same reasons you have just stated, and ask why they are no longer using them.