Online classified site, Gumtree.com is working with online targeting firm AudienceScience to boost the relevance of its adverts.
The deal will see Gumtree implement its data management and audience targeting platform, The Audience Gateway, in order to deliver greater precision and relevance to its advertisers.
Gumtree.com is an online local noticeboard with 13.7 million visits per month, helping to connect people across the UK to buy, sell, find or swap anything from cars, jobs, property to day-to-day stuff and services in their neighbourhoods.
Having traditionally targeted advertising on the site through context and geography, Gumtree.com, which has recently seen a 65% rise in online trading, will be using The Audience Gateway to enhance their ability to identify users and their behaviour and create relevant target groups that are attractive to advertisers.
According to Murray Phillipson, Strategic Commercial Business Manager, Gumtree.com: “Incorporating audience targeting will help ensure we deliver greater value to our advertisers by giving them more sophisticated and immediate ways of reaching their key audiences. We believe AudienceScience is the right partner to make this a reality for Gumtree.com based on their product offering, technology and experience in this arena.”
Stuart Colman, Managing Director UK, AudienceScience comments: “Through our years of experience working with key publishers like Gumtree.com we have proven that our technology is about understanding audiences, and finding and employing the specific information that makes targeting relevant.
“By leveraging the leading data management and audience targeting platform, Gumtree.com will be able to boost online revenue and deliver more relevant, tailored information to each user. We are proud to be associated with such a thriving online community and business.”
www.AudienceScience.co.uk
www.gumtree.com
