Gumtree signs up new partners to expand customer data usage

Community marketplace Gumtree has announced partnerships with data partners, LiveRamp and Infosum, to accelerate the platform’s data and native offering.

Infosum’s identity infrastructure is designed to maximise customer data while LiveRamp “connects, controls, and activates data”.

The two data partners will allow Gumtree to establish a personal data ecosystem, designed to offer marketers access to new product innovations, including the latest introduction, Audience Match.

This innovation will deliver Gumtree a unified view of personas that can be targeted across Gumtree’s network and beyond, as traditional identifiers depreciate. (e.g. third-party cookies). The partnerships enable Gumtree’s Audience Match product to align client databases with its marketplace, to provide clients with greater insights into customers.

Shannon Fitzpatrick

When a user lists a vehicle for sale, for example, Audience Match can identify the price they’ve listed to mark their lifestage and align it to other Gumtree search behaviours. Marketers can bring additional information to the fold such as understanding the customer’s financial institution.

Gumtree Australia Director of Advertising Shannon Fitzpatrick, said: “We are looking forward to bringing our Audience Match product to marketers, which will provide better outcomes for the brand and the consumer. The innovation will offer a marriage of targeting benefits and consumer intent, to reduce overall advertising budget wastage. For the consumer, the product will better serve adverts and native information, to help consumers on their user journey when transactional decisions are already top of mind.

“We’re excited for what the future holds as audience and data offerings continue to evolve. Both partnerships will be key for marketers seeking to personalise their messaging and reach Gumtree’s one in three Australians.”

Andrew Knowles

Gumtree has also signed a partnership with media and sales representation business Blazeaway.

Blazeaway, managing director Andrew Knowles said: “The team are thrilled to be working on one of Australia’s favourite marketplaces, offering marketers in Queensland a unique opportunity to tailor audience offerings and meet their objectives on Gumtree.”


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