News Corp Australia has partnered with consumer opinion platform ProductReview.com.au to bulk up its audience targeting capabilities.
The tie-up will mean that News Connect, the media company’s targeting and campaign activation platform, will have access to the data of Product Review users. More than two million Australians visit the site each month to search and review purchases, according to Nielsen.
Suzie Cardwell, News Corp Australia general manager of data solutions, says having access to the data will allow it to create audience segments for people who are actively in-market for products.
“These are highly valuable intenders,” Cardwell says. “They are consumers who are researching particular products, indicating they’re in-market for their next purchase.
“The partnership allows marketers to target these consumers through the News Connect platform across the News Corp network.”
The data from Product Review will be combined with News Connect’s existing data from News Corp Australia’s digital network and partners Skyscanner, Near, Realestate.com.au, Fox Sports, Ticketek Entertainment Group and Quantium.
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