Yahoo!7 and Inivio Make Data Smarter
Sydney, Australia, March 4, 2013 – Yahoo!7 and Data-driven Marketing, the marketing services division of Veda, today announced a new commercial partnership in Australia. The partnership will see Yahoo!7 leverage Veda’s extensive offline data through Data-driven Marketing to deliver highly targeted, effective online advertising to consumers.
Yahoo!7 will leverage its existing online data, addressable audience and targeting expertise with Data-driven Marketing’s consumer insights from around 95% of the population.
Collaboratively, Yahoo!7 and Data-driven Marketing present an industry-first with BT Prospect. This new targeting product will allow advertisers to predict an individual’s propensity to purchase, allowing them to target the right prospects at the right time based on insights derived from aggregate consumer data.
Emma Harrington, Acting Managing Director, Yahoo!7 said, “Data isn’t getting bigger, it’s getting smarter. This partnership with Data-driven Marketing enhances Yahoo!7’s data capability and extends our Data Sciences offering. For the past four years, Yahoo!7 has successfully led the market with our modelled behavioural targeting product. This new partnership allows Yahoo!7 to combine its world-class proprietary targeting technology and existing online data assets, with trusted online and offline data through Data-driven Marketing,” Emma said.
Chris Smith, General Manager, Data-driven Marketing, “Yahoo!7 and Data-driven Marketing, are bridging the gap between the online and offline worlds in a way that allows advertisers to reach consumers based on their wants, needs, likes and, ultimately their purchase behaviour and attitudes across both worlds.”
“We’re excited about what this partnership will deliver to Australian advertisers. Data-driven Marketing is able to draw on insights from around 95% of the population. The combination of Data-driven Marketing’s data with Yahoo!7’s data and addressable audience enable Yahoo!7 to better target its audience,” he said.
Yahoo!7 Data Sciences is a suite of market leading targeting and data products that connect advertisers to a qualified audience at scale. Yahoo!7 Data Sciences provides advertisers with the flexibility to meet their marketing objectives and deliver new ways to make the most of their marketing and data assets.
Yahoo!7 (yahoo7.com.au) is one of the most comprehensive and engaging online destinations for Australian consumers and advertisers. Formed as a 50-50 partnership between the Seven West Media Group (ASX: SWM) and Yahoo! Inc. (Nasdaq: YHOO), Yahoo!7 brings together the successful Australian internet business, Yahoo! Australia & NZ, and the online assets and television and magazine content of the Seven Network, one of Australia’s leading media companies. The company also combines the strengths of Yahoo! search and communications capabilities and its global internet network, with Seven’s rich media and entertainment content and marketing capabilities.