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BizReport : Advertising : November 21, 2010


Gumtree taps AudienceScience for targeting, data management

Online classified hub Gumtree.com has tapped AudienceScience for improved targeting and metrics. The UK's largest classified platform will integrate Audience Gateway to help improve audience targeting and data management for brands and marketers.

by Kristina Knight

"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," said Stuart Coleman, Managing Director UK forAudienceScience. "By leveraging the leading data management and audience targeting platform...[they'll] boost online revenue and deliver more relevant, tailored information to each user."

Earlier this year, AudienceScience acquired Consorte Media, a Hispanic audience targeting platform, and European-based wunderloop. AudienceScience makes it simpler for brands to get the information they need about consumers and consumer habits to enhance and drive traffic and conversions. Through the partnership advertisers using the Gumtree.com site will be given enhanced audience and data metrics to use toward targeting groups of consumers.

"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," said Murray Phillipson, Strategic Commercial Business Manager for Gumtree.com.

According to company information, Gumtree.com offers nearly 14 million unique UK consumers looking to buy, sell, find or swap different items or services. They report a recent 65% uptick in online trading.






Tags: ad targeting, AudienceScience, classified advertising, Gumtree, Murray Phillipson, online advertising, Stuart Coleman








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