Seven Network, at its upfront event, announced a deal with Westpac's DataX.
The partnership brings together Seven’s first-party data access to 15.2 million registered 7plus users and Westpac DataX’s more than 12 million Australian customers.
Brands can now directly link ad exposure from 7plus to purchasing outcomes via the network’s data and analytics platform 7REDiQ, across more than 50 product and service categories.
Seven’s National Digital Sales Director, Jordan King, said the partnership will provide deeper insights into consumer buying habits and prove and improve the impacts of branded campaigns.
“The partnership between Seven and Westpac DataX enables privacy-compliant data matching, audience segmentation and campaign attribution at a scale and accuracy not seen before in the Australian market,” said King.
Seven’s director of data and growth, Andrew Brain, said financial data is a key area of focus for 7REDiQ, improving how they measure impact and deliver real outcomes.
“As new partners join, 7REDiQ creates even greater value and performance for advertisers with Seven, exclusively across the entire video streaming category,” said Brain.
“7REDiQ transforms our identity-led ecosystem into visualised, segmentable and targetable audiences, enabling agencies and brands to unlock three core functions - audience insight, activation and measurement.”
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