Andrew Brain.
Seven Network's REDiQ data platform is partnering with consumer behaviour company Circana and data and identity firm Experian to give brands and agencies a more detailed view of Australian shoppers.
The collaboration combines Circana's verified purchase data with Experian's consumer profiling and REDiQ's base of 15.5 million verified 7plus users, to allow brands to plan, target and measure campaigns against audiences built on real-world purchase behaviour, demographic, household attributes and lifestyle signals.
Andrew Brain, director of data and growth at Seven, said the collaboration addressed a longstanding gap in how purchase data is used in media campaigns.
"Circana provides verified purchase intelligence, Experian helps us understand who they are inside REDiQ, and together that enables us to visualise insights and activate at scale," said Brain.
"The end result enables brands to reach high-value shopper segments with greater precision than existing retail media approaches, and to connect media investment directly to sales outcomes.
"We can now identify audiences based on what they buy, who they are and how they live — and then reach those people with advertising across digital platforms using verified customer data."
The collaboration builds on REDiQ4U, Seven's self-serve platform giving agencies and marketers direct access to consumer insights, which launched in 2024.
LiSTNR digital audio insights will be added to REDiQ4U later this year, with the platform drawing on more than 3,000 real-world and digital data points across partnerships including Westpac DataX, CarExpert, Raiz, Equifax, LandmarksID, Weatherzone and Circana.
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