Roy Morgan and Yahoo have struck a deal to integrate the Helix Personas tool into Yahoo7's data suite.
The consumer segmentation tool from Roy Morgan breaks down the Australian population into 56 'personas' and seven 'communities' using a combination of Roy Morgan data and third party data.
With this segmentation tool now under the Yahoo7 stable, Yahoo said its data offerings to clients will target specific audience groups accross the Yahoo7 group more effectively.
"Adding Helix Personas to our existing data sciences suite of products enables us to continue to deliver the most comprehensive range of advertising solutions in Australia," Yahoo7's commercial director Paul Sigaloff said.
Helix Personas was launched last year after several years of research, partially in response to the threat posed by rival EMMA metrics, launched by Ipsos.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.