Fairfax Media has partnered with ProductReview.com.au to create consumer segments for advertisers by leveraging the site’s purchase intent data.
Fairfax will combine its own audience data with ProductReview’s consumer segements which will allow the publish to deliver more targeted marketing campaigns across its digital network.
Fairfax Media’s Australian Publishing Media commercial and marketing services director Tom Armstrong said in a statement: “This partnership is the latest example of Fairfax Media’s investment in securing valuable, insightful and high-quality data to deliver targeted advertising and deep audience insights to clients and advertisers.
“The synergy between Fairfax Media and ProductReview.com.au delivers quality data that will enable us to target in-market shoppers for specifics items or categories, as well as people who have searched for a brand or a competitor’s brand.”
Fairfax Media will have access to ProductReview.com.au’s consumer data across industries including retail, automotive, personal finance, utilities, telecommunication and travel.
ProductReview.com.au director Michael Doubinski said in a statement: “We selected Fairfax Media as our exclusive commercial data partner because of the parallels between our audience and Fairfax’s ability to put high quality brands, relevant to their real-time consumer needs, in front of our users.”
This partnership follows a 12-month pilot between Fairfax Media and ProductReview.com.au.