Yahoo7 partners with WorldSmart to offer advertisers shopper targeting
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.”
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.”
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Is this not the same data being shared with Nine via Data Republic?
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Hey Richard.
No, this is a completely different data offering. Nine’s accesses IGA sales data only, to derive an insight.
Yahoo7 advertisers can communicate 1-1 with IGA customers via email or sms and measure actual sales, or, activate shopper targeting segments built on person level matching between Yahoo and the IGAs/ Worldsmart. Both are only available on Y7.
We’d love to take you through the offering in more detail. Just shout.
Cheers,
Dan
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Thanks Dan, but my understanding is that Nine will do a 1 to 1 match via Data Republic, and then append those grocery attributes to their IDs.
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That is my understanding too.
@Dan, could you update me on the numbers of Yahoo ID’s, is it still 2 million? How’s this compare to Nine?
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Hi Richard,
I can’t specifically talk about the Nine/Data Republic solution, that would be a question best fielded by them. As a quick side note, the number stores quoted above is incorrect, I missed this on the release. My fault. Anyway, the Yahoo!7 solution is hosted on our integrated PoS, Loyalty, DMP and analytics platform. This means that we can conduct the segment analysis and seamlessly load the segments into the DSP. We are then able to provide 1:1 tracking of the EDM via our loyalty platform, closing the loop. Of course there is a whole heap ML to automate segments and our Data Scientists have their work cut out for to ensure the highest possible conversion rate, etc. Please feel free to contact me directly if you have any specific questions.
Cheers,
Sam
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