Gumtree unveils predictive, first-party data offering for advertisers

Gumtree has announced a multi-faceted new advertising offering that will provide first-party insights from its 8.5 million-strong audience network.

By combining that data with predictive purchasing technology, new native products and innovative content, Gumtree will work closely with brands to create bespoke solutions using its new Audience Match product, as well as Gumtree Labs.

“First party data is a big opportunity for advertisers,” Gumtree Australia director of advertising, Shannon Fitzpatrick told Mumbrella.

“We’re looking to build strategic partnerships and custom build solutions. We’re giving people the opportunity to tap into first-party data and our unique marketplace.

“There’s a huge opportunity for brands and marketers to tap into and think about the circular economy.”

Gumtree Australia director of advertising, Shannon Fitzpatrick

That circular economy refers to Gumtree user journeys, which it can track across buying and selling, to generate insights into customer intentions both for today and into the future.

In addition to that, 65% of Gumtree users visit the site weekly for an average of 29 mins.

Fitzpatrick added: “Gumtree has predictive powers. We know what Aussies wanted to buy last week. We know what they’re buying today and we can help brands predict what they want to buy tomorrow.

“So [this new solution] is about connecting the brands with the individual customers at the right time with the right message.

“For example, if you’re a financial institution, you might have a customer with a credit card who is on Gumtree selling their car. We can see this person on Gumtree, looking at baby cots and brands and things. And we [might] also see them looking at SUVs.

“So that’s a great time to put a personal loan message out to them across our network.”

The Audience Match product launches in partnership with LiveRamp and Infosun and will be used to tailor solutions for each client.

Meanwhile, Gumtree Labs has also launched to create additional content and entertainment for brands on the platform, including online retail and brand experiences, branded journalism, interactive and 360 video, native display formats and rich display advertising.

“We’re bringing together scale, data and creativity. If you look at the strength of our network of Gumtree, Cars Guide and Autotrader, we have really powerful automotive and lifestyle network for brands to tap into,” Fitzpatrick said.

“We want to add value for the user, we don’t want to get in the way of our users as they’re using Gumtree to buy and sell.

“Our ambition is to support the vibrancy of users as they transact on Gumtree. The native advertising and the thinking behind it is to move away from spots and dots and towards a more seamless journey based on advertising on our site.”


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