Yahoo7 has partnered with e-commerce solutions company WorldSmart to offer its FMCG advertisers access to grocery shoppers via sponsored products in email or SMS messaging.
The offering, powered by grocery shopper data from the Independent Grocers of Australia and the technology partner behind the IGAs loyalty program, WorldSmart, will allow access to shopper-based audience segments via programmatic trading platform, BrightRoll DSP and Gemini, Yahoo7’s native advertising platform.
It offers advertisers the ability to measure in-store purchases of sponsored products delivered via email or SMS and combines IGA loyalty, Yahoo-registered user data and transactions from more than 1,500 IGAs, Franklins, Foodlands and associated liquor stores.
Samuel Pons, managing director at WorldSmart, said: “We’re very excited to be partnering with an industry innovator like Yahoo7 to launch this game-changing technology. The combination of our customer data with Yahoo7’s first-party mobile data and technology products provides FMCG advertisers with the most targeted solution in the market.”
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Paul Sigaloff, commercial director at Yahoo7, said: “With Aussies accessing their mobiles at an ever increasing rate, we know how important the platform is for advertisers.
“Our clients want solutions that drive measurable sales. We’re thrilled to be working with the Independent Grocers of Australia on this industry leading partnership. We are offering a seamless and innovative solution for targeting and, in particular, in-store purchase measurement – the tool that’s long been missing in market.”