Yahoo7 partners with Mastercard for data offering aimed at improving ad effectiveness
Mastercard and Yahoo7 have partnered to launch a new data offering to Australian advertisers which will rely on previous purchase data to help brands target consumers and improve their advertising effectiveness.
Mastercard Advertising Insights aims to identify consumer trends, as local as a post code, that can be activated across Yahoo’s proprietary native marketplace Gemini and the Brightroll video DSP+.
It aims to improve advertising effectiveness based on insights derived from anonymous, aggregated Mastercard transaction data. Yahoo7 will then pair these insights with their own online audiences so advertisers can use the data to more successfully deliver targeted offers and benefits.
Head of data and targeting at Yahoo 7 and Yahoo Platforms, Dan Richardson, told Mumbrella the partnership “is the first of its kind” in the region.
Dan Richardson: Purchase data is the best predictor for purchase behaviour
“It’s a partnership that allows advertisers to do targeted advertising based on Mastercard transaction data – that’s anonymous and aggregated Mastercard transaction data rather than browsing patterns. That’s important because it really has that level of verification and trust,” he said.
“What we’ve done with Mastercard is we’ve looked at their top spenders across all their spend categories – there’s over 50 categories – and that’s based on people spending on their debit, credit or travel card.
“We’ve looked at those audiences and we’ve matched them to our Yahoo7 data sphere – which is the biggest pool of audience data of any media publisher in Australia, which includes our own data sources such as Yahoo Mail and search or our Flurry mobile data – and by bringing that Mastercard transaction data into our world, we can deliver a high level of targeted advertising across our Brightroll DSP and Gemini platforms.”
Richardson said Yahoo7 believes purchase data “is the best predictor for purchase behaviour”.
“We’ve been working in third data for a long time and people might search for a flight three times in the last week which is a great indication that they’re in market for a flight but what we believe is even more accurate is to look at people who are spending a high level on international or domestic flights on their Mastercard,” he said.
“Actual purchase data, we believe, is the best predictor for purchase behaviour.”
Media agency OMD has already used the offering for Michael Hill Jewellers and its Find Success campaign.
Many publishers are looking to provide more targeted advertising offerings for their clients through data partnerships – with Nine partnering with Data Republic to give Nine advertisers access to key grocery-buying segments across its network at the end of last year, while Mamamia partnered with Krux in May last year and News Corp at the end of 2015 partnered with Quantium.
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Well bugger me!
Who would have thought that “Actual purchase data, we believe, is the best predicator for purchase behaviour.”
I was led to believe that actual purchase data is … well … the best and most accurate measure of … well … actual purchase behaviour, simply because that is what it is.
Further, I believe that red is actually the best colour for when you want red.
Also, I love what I suspect is a typo … ‘predicator’. It sounds like a beast that will kill you – but only under certain conditions. I don’t think it is referring to the grammatical construct.
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https://www.eyeota.com/partners/
Mastercard are listed on Eyeota’s data partners page….
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Hi Nostradamus,
You are correct – that was a typo. No one was killed, under any conditions, and Yahoo7 were not referencing grammatical constructs.
We have fixed this.
Vivienne – Mumbrella
UK only.
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Is there a source line to go with this claim?
“We’ve looked at those audiences and we’ve matched them to our Yahoo7 data sphere – which is the biggest pool of audience data of any media publisher in Australia”
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To commentator (@Dan); I can’t see the quote you’re referring to in this article?
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Where does it say this?
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@Dan, are you saying Yahoo!7 have more data than Oracle Marketing Cloud & Nielsen/Facebook?
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Surely data targeting based on purchase data is exactly what Quantium offers using data from Woolworths and NAB?
You say this partnership is a first of its kind but then close with the news that Newscorp (and MCN and Facebook) have partnered with Quantium to offer this targeting since 2015, you have kind of disproved the idea of this being first of its kind already, so you don’t need any of us readers to do it for you.
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Dan, I think you need to do some more research on your industry.
Appreciate it’s a new sector for you. There are some of us who have been working in it a bit longer and have seen your release as inaccurate leaving Yahoo7 with a credibility problem now.
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