Equifax and The Trade Desk unlock financial audiences for advertisers in Australia

Reach high-value audiences at scale with Equifax data on The Trade Desk

SYDNEY, AUSTRALIA – 3 June 2026 – Equifax Australia and The Trade Desk, a global advertising technology leader, have announced a new data partnership that enables advertisers to activate premium, finance-based audience segments from Equifax directly within The Trade Desk platform.

Through this partnership, brands can gain access to sophisticated targeting and insights covering more than 15 million consumers and 8.7 million unique households across Australia. By leveraging these unique geodemographic and financial audiences, global media agencies, enterprise and premium brands, retail media buyers and advertisers can reach high-value audiences across premium digital environments, including popular entertainment streaming platforms. 

Equifax is making pre-defined audience segments available in The Trade Desk platform, enabling precision targeting based on:

• Consumer Purchase Intent: Consumers likely to be in-market for specific products, including mortgages, credit cards, personal loans, auto loans, and telco.*
• Lifestyles and personas: Sophisticated geodemographic personas that can help brands align their audience segments with actionable insights. 
• Household Characteristics: Attributes such as affluence levels, household income, and intent to move.
• Geodemographics: Including age band, education, and marital status.

“Australian brands are increasingly looking for localised, accurate data that moves beyond basic demographics to better reflect the actual financial realities of households today,” said Christian Williams, Head of Consumer Portfolio and Insights at Equifax.

“In an environment where consumers are facing rising cost-of-living conditions, it is vital for brands to understand these nuances to gain meaningful cut-through.”

“Our partnership with The Trade Desk supports our strategy to continue to make our rich data and insights available where brands want and need them most. By partnering with one of the world’s leading demand-side platforms, we are helping customers reach new audiences in a more targeted way, bridging the gap between abstract audience data and tangible campaign outcomes and ultimately, assisting with their budgets going further.”

“Effective advertising starts with data grounded in how consumers live and spend. Equifax brings that credibility. By making their financial audiences available directly on The Trade Desk, we’re enabling brands to connect with the right audiences in a more meaningful and privacy-conscious way across premium digital environments on the open internet.” said James Luty, Senior Director, Data Partnerships, The Trade Desk.

The partnership also offers bespoke audience capabilities, where Equifax can build tailored segments for specific brand requirements. 

Australian advertisers can now find and request access to Equifax digital audiences today within The Trade Desk platform via the Marketplace interface.

*Only available by request. Eligibility criteria applies. 

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ABOUT EQUIFAX INC.
At Equifax (NYSE: EFX), we believe knowledge drives progress. As a global data, analytics, and technology company, we play an essential role in the global economy by helping financial institutions, companies, employers, and government agencies make critical decisions with greater confidence. Our unique blend of differentiated data, analytics, and cloud technology drives insights to power decisions to move people forward. Headquartered in Atlanta and supported by nearly 15,000 employees worldwide, Equifax operates or has investments in 24 countries in North America, Central and South America, Europe, and the Asia Pacific region. For more information, visit www.equifax.com.au or follow the company’s news on LinkedIn.

FOR MORE INFORMATION
Equifax | [email protected] 

DISCLAIMER
Purpose of Equifax media releases:
The information in this release does not constitute legal, accounting or other professional financial advice. The information may change, and Equifax does not guarantee its currency or accuracy. To the extent permitted by law, Equifax specifically excludes all liability or responsibility for any loss or damage arising out of reliance on information in this release and the data in this report, including any consequential or indirect loss, loss of profit, loss of revenue or loss of business opportunity.