Tag: First-Party Data

Australia – JB Hi-Fi, an Australia-based home entertainment retailer, has partnered with Amperity, the first AI-powered Lakehouse Customer Data Platform (CDP), to enhance its first-party data strategy. The collaboration reinforces JB Hi-Fi’s commitment to building a robust data infrastructure, enabling advanced automation, intelligent customer segmentation, and predictive modelling across its technology ecosystem.

Through its partnership with Amperity, JB Hi-Fi aims to unify its data using Amperity’s industry-leading identity resolution, improving data quality across both online and offline channels to create a comprehensive, 360-degree view of its customers. This collaboration will enable JB Hi-Fi to manage and activate customer data more effectively, delivering personalised experiences at scale.

Emma Caneva, general manager marketing – digital at JB Hi-Fi, said, “Amperity’s CDP will help us unify and optimise the utility of our valuable first-party data whilst maintaining our commitment to privacy. This partnership aligns perfectly with our goal of enhancing customer experiences through data-driven decision making.”

Gary Siewert, marketing and online director at JB Hi-Fi, commented, “At JB Hi-Fi, we’re committed to always delivering great experiences for our customers and look at data-driven insights to help enhance our ability to do this. Our partnership with Amperity marks a significant step towards unifying our first-party data and building a scalable foundation for more personalised engagement that will enable us to better understand and meet the changing needs of our customers across all of our channels.”

As customer data continually evolves, CDPs face the challenge of accurately tracking identities across multiple channels, households, and personal details. This is made more difficult by strict privacy regulations that restrict access to devices and online data.

Amperity’s composable Lakehouse architecture offers flexible use of its features to enhance customer data operations, including identity resolution, AI-assisted tasks, pre-built data assets, and personalisation. This allows businesses to select which Amperity capabilities to address specific data management needs and improve customer insights. 

Billy Loizou, area vice president for APAC at Amperity, added, “The customer data landscape is evolving rapidly. Many retailers have struggled with fragmented data, limiting their strategic potential. Our partnership with JB Hi-Fi addresses this challenge head-on. Amperity’s composable solution streamlines data management, empowering JB Hi-Fi to focus on innovation rather than data wrangling.”

Hong Kong – Japanese beverage brand Asahi has teamed up with dentsu Hong Kong for an omni-channel campaign to promote its new beer, Dry Crystal, aiming to drive brand experience for the beer product and boost consumer conversions.

The campaign’s goal is to bring users to a new discovery by unlocking new ways to experience beer. 

Recognising Asahi’s offline-focused competitors and the evolving cookieless landscape, dentsu leveraged its data-driven expertise and first-party data to navigate the digital environment, precisely engaging target audiences throughout their purchase journey.

The campaign seamlessly integrated outdoor programmatic digital out-of-home (pDOOH) advertising, strategically placed at prime locations across Hong Kong, with captivating interactive formats across video and display channels. Additionally, dentsu’s data partnerships with The Trade Desk allowed Asahi to leverage retail data, precisely targeting and converting users.

This multifaceted approach successfully captivated audiences, significantly increasing brand awareness while seamlessly driving conversions both online and offline. It not only enhanced Asahi’s full-funnel communication but also drove results in terms of awareness, engagement, and ultimately, conversion among its consumers.

The campaign had garnered 13.6 million impressions and 4.3 million video views. It continues to gain significant traction across Hong Kong, with plans to boost its reach by 87% moving forward. Asahi’s message has effectively reached the right consumers at the right time, leading to a remarkable 392% increase in conversions on Asahi’s flagship store on HKTVmall just three weeks after the campaign launched.

Mag Lai, regional head of brand at Asahi Super Dry, said, “We are thrilled to once again collaborate with dentsu Hong Kong on this effective omnichannel campaign for Dry Crystal. Dentsu has empowered Asahi to break through the competitive landscape and achieve remarkable success in both brand awareness and conversions.” 

Kitty Kwan, planning director at dentsu Hong Kong, added, “This omni-channel campaign for Asahi showcases dentsu’s commitment to delivering impactful solutions that drive meaningful growth for our clients. By seamlessly integrating data-driven strategies across channels, we’ve created a campaign that resonates with consumers and clients, helping to maximise the brand’s reach and engagement.” 

With the rapid expansion of online shopping and the increasing number of businesses establishing an online presence, having effective e-commerce marketing strategies has become paramount. These strategies are crucial for attracting, engaging, and retaining customers in a crowded marketplace. 

Effective e-commerce marketing goes beyond simply having a website; it encompasses a variety of tactics including SEO, social media marketing, email campaigns, content marketing, and data analytics.

As part of our E-Commerce Marketing Series interviews, we spoke with Eddie Teng, head of e-commerce for APJ at ASUS to learn more about his insights on how e-commerce marketing strategies play out in the consumer electronics industry, as well as detailing the various e-commerce trends many brands are implementing to supplement their online retail strategy.

First-party data as a cornerstone of e-commerce marketing strategies

While many would mention how first-party data would primarily apply to digital advertising strategies, it is also worth noting that first-party data is now also being utilised by businesses–especially those with online retail components–to personalise the experience to their online shoppers and give them the right choice to buy.

In Teng’s case regarding the use of said consumer data, he notes that in recent years where privacy concerns are amongst the talks of consumers, it has been observed that data collection has been one of the challenges faced by third-party data management platforms. This has then resulted in the increased efforts and cost of leveraging third-party data, making it tough and costly for brands to invest.

“This is one of the reasons why for brands within the consumer electronics are going back to their own users’ data, remarketing to them and drive the demand for repeat purchases. This approach makes great sense for consumer electronics brands given that [one] its product nature is individually driven where the device are usually attached to a single user, [then] its products have a usage period where an upgrade maybe required with the advancement and evolvement of technologies and [lastly] users data are more actively and voluntarily collected as part of the device activation and manufacturers’ warranty,” he explained.

Teng also noted that by enhancing and leveraging first-party data, brands–especially those in the consumer electronics scene–not only engage their users in a cost-effective and efficient manner, but also allow them to personalise their engagement to each of its single users with relevance to their likings, interests and behaviours.

“The other benefit is also the improvement in the consumer-to-brand experience since conversations and engagements are tailored to each individual, directly from the brand. With enhanced first-party data, brand marketers can now suggest and promote the right product or device to their users when its time for an upgrade of their current and old devices,” he further added.

Social commerce and conversational marketing hand-in-hand

In terms of more trends that have become more prominent for e-commerce marketing strategies, Teng notes that usage of social commerce and conversational marketing have also skyrocketed, especially in a post-pandemic age.

He notes that since the pandemic, the idea of purchasing a product within social livestreams has been widely accepted by consumers, hence why e-commerce brands have been actively engaging KOLs and influencers to promote and sell their products on their brands’ social pages in the recent years.

“This idea has evolved and have let marketers to realise that this success is not because of the act of selling across social media, it is the demand from consumers to have a more direct and authentic conversation with the brands and merchants on products they want to purchase. This is especially true for brands within the consumer electronic industry because its products can be complicated and require more education on its usage and its benefits. Which is why a direct conversation with the brands will address this effectively,” Teng stated.

Teng also added that these heightened demands and behaviour have led consumer electronics brands to expand how and where they sell their products. For him, It is no longer enough for a consumer to just visit the brand’s website, add the desired product to the shopping cart and check out. Instead, consumers nowadays want more flexibility and accessibility when making a purchase.

“It can be as straightforward as a consumer firing up a web chat, enquiring more about the desired product, asking for the best offer on it, expressing his or her intention to purchase and making the order and payment directly through the chat. As previously mentioned, personalised communications and engagements from brands to consumers are what drove growth in e-commerce, and with enhanced first-party data, brand can effectively converse with its users and push them to make the purchase socially,” he explained.

Harnessing new technologies with a human touch

Teng also foresees the rise of AI-powered solutions empowering e-commerce marketing strategies while noting that the personal computer (PC) industry has been actively designing and implementing AI solutions into their products and workflows with the understanding these benefits.

“AI technologies have been shaping our industry in the way we work. From empowering data scientists and analysts to tackle big data, to form accurate insights and recommendations for management to make informed decisions, to enhance and fill up knowledge gaps of stakeholders of the marketing strategies – the leverage of AI has driven marketing competency and allow brands and businesses to produce well-thought off plans with the same human resources,” he stated.

With that being said, he adds a caveat that with the reliance on technologies to drive productivity, marketers can be complacent and over-rely on technology tools nowadays and this can lead to seeing more cookie-cutter strategies within the e-commerce industry.

“To better strike a balance between efficiency and human centricity, marketing technologies can also play a stronger role in driving marketing competency. These competencies can include data analysis for insights that allow for better decision-making, the enhancement of quality of work and the fillers of knowledge gaps of marketers. While efficiency with technologies is helpful, competency on the other hand will complement,” he added.

E-commerce as a continuing supplement to retail

Speaking on the outlook of e-commerce marketing strategies, Teng says in the near future within the consumer electronics sphere, e-commerce will play an even more complementary role to retail. This means that it will continue to cater the needs of omnichannel shoppers, in which they experience and shop across multiple channels, offline and online, and ultimately providing consumers the ease of access to owning their products.

“Different touchpoints such as offline stores will be an avenue for consumers to experience and purchase the product, online marketplaces will be the point of comparisons and purchases, affiliated websites and media sites will be the source of reviews and referrals, and while brand.com will be the source of information and the point of purchase,” he says.

He added, “In this landscape that I envision, ASUS across APAC will unify sales and information channels to ensure a synergy across them, facilitating the decision-making along the consumer journey while easing the process of purchase with variety options of payments and hassle-free collection or receipt of their orders. With that, this is how ASUS in APAC will play in this transformation.”

The importance of these strategies lies in their ability to create a seamless and personalized shopping experience, build brand loyalty, and drive sales. By leveraging the right mix of marketing techniques, e-commerce businesses can not only increase their visibility and reach but also convert casual browsers into loyal customers. Moreover, in an era where consumer behaviour and technology are constantly evolving, staying ahead with innovative marketing approaches is key to sustaining growth and staying competitive.

MARKETECH APAC is leading the conversation on the future of e-commerce marketing strategies this 2024 and beyond with the E-Commerce Marketing in Malaysia 2024 conference on July 25, 2024 at Sheraton Petaling Jaya and the E-Commerce Marketing in the Philippines 2024 conference on August 14, 2024 at Crowne Plaza Manila Galleria. Join us and become an integral part of a dynamic community committed to pushing the boundaries of innovation and fostering unparalleled growth in the e-commerce domain.

The digital marketing landscape is highly competitive and rapidly growing more challenging by the day. The deprecation of third-party cookies and increasingly strict privacy regulations have posed significant challenges for brands trying to make an impact in marketing. Now, brands are looking to first-party data to give them what third-party data never could — sustainable, robust and privacy-compliant results.

At the recent MARKETECH APAC’s What’s NEXT 2023: Marketing in Asia Pacific conference, Matt Hallett, Head of Product Solutions at Amperity, and Teresa Sperti, Founder and Director of Arktic Fox, led a panel discussion, addressing the challenges that marketers are facing in today’s landscape and how they can best navigate them. Here are their insights.

The challenges: Why your marketing isn’t measuring up

What’s holding APAC marketers back from making time for measurement despite the critical need for data-driven marketing? According to Sperti, it’s three things.

“Teams are stretched thin and lack the bandwidth to effectively invest the appropriate time and effort in measuring performance. They’re trying to balance short-term and long-term needs of the business. And trying to determine how to optimise performance or adapt strategy,” she says. 

The second challenge tends to crop up when it’s time to actually measure. Sperti argues that when provided with mountains of data, marketers aren’t entirely sure what they should be measuring. “Marketers often lack clarity around deciphering the most appropriate measurement frameworks to utilise to demonstrate value,” she says. 

“That’s largely because each channel, particularly from a digital point of view, provides a plethora of metrics to measure performance. It can be difficult to determine what the most important metrics are — this can create paralysis in marketers.”

The third challenge, Sperti points out, is the skills gap. In Arktic Fox’s recent research, noted in its annual Arktic Fox Digital and Marketing In Focus Report, half of leaders say customer data strategy and better utilisation of first-party data is a key priority. In fact, 59% say they are still trying to embed a more data-driven approach to marketing, and half of respondents (55%) say building a customer data strategy and better utilising first-party data is a top priority. 

The rise of digital

At Amperity, Hallett shares that there’s a strong focus on helping brands unify customer data across disparate touchpoints. This empowers them to drive better experiences for customers at any time but especially during a time of change. 

After working with a plethora of world-leading brands, he says the most successful amongst them have the right people at the top who understand measurement and why it is important. “Knowing what to measure ultimately starts with the people, strategy and the boldness to keep measurement as a number one priority,” he says.

With the rise of digital, measurement is especially critical, Sperti adds. “The rise of digital has created more complexity as much as it’s created more clarity from a measurement point of view because we have so much data at our fingertips now,” she says.

“Whilst the issues around measurement have intensified given the challenges of today, they’ve always been around. Historically, we haven’t been as accountable as we’ve needed to be around measurement and performance as an industry.”

Hallett agrees, saying, “Measurement issues aren’t a new problem. It’s just that tightening privacy regulations and cookie deprecation are adding more pressure to the space.”

Navigating a new privacy-first marketing landscape 

Significant change is looming on the privacy regulatory front, and it appears that leveraging third-party cookies may no longer be an option after this year. Despite these shifts, in the Arktic Fox Digital and Marketing In Focus Report, when asked about the key priorities leaders have in the data and analytics space across the next 12–18 months, less than one in four (23%) suggested that a focus on improving their compliance with data privacy was a priority. 

Meanwhile, less than half (41%) of brands indicate they have their house in order when it comes to privacy and consent, suggesting many brands will be caught off-guard by the magnitude of change that will bear down on the industry. Concerningly, only 11% of businesses from the study say they have a ‘clear plan and path’ they are implementing when it comes to evolving and adapting to changes in privacy and consent.

This finding suggests that leaders may not fully grasp the extent of the changes that will occur and the urgency of preparing for them.

With Australia tightening its privacy laws, Sperti says it’s imperative for brands to rethink how they are going to leverage that data and discover what, if any, gaps they have in their data sets. 

“Marketers are going to need to adapt their measurement approaches accordingly to ensure they have a reliable data set from which to form and make decisions,” she points out. “It’s going to be a challenging transition off the back of our current market skills gap for those that are trying to build maturity and capability around data, to then have to tackle these really big challenges around measurement brought on by privacy and third-party cookie deprecation.”

Hallett agrees completely, but also admits that there’s a silver lining to all of this change — it’s making an even stronger case for a robust first-party data strategy. With third-party cookie deprecation, brands are trying to leverage first-party data in new and exciting ways,” he says. 

“My day in and day out is essentially spent helping customers build the connectors to make sure that first-party data can be leveraged in a secure, safe privacy-compliant way.”

Embrace imperfection to drive marketing results

As businesses continue to navigate the dynamic digital marketing landscape, the pressure to deliver results has only intensified. In a world where success is often measured in clicks, likes and views, it’s essential to understand the different types of metrics that exist and how to use them effectively.

The best way to do this, Hallett says, is to maintain a culture of fast iteration and celebrate failure as much as success. “Because this is a period of such intense change, you have to forget your pride and be willing to walk away from a campaign if it isn’t working,” he says. 

“Brands are feeling the pressure. Customers can go to a different brand or a different retailer with the click of a button. Everyone is feeling the pressures of Amazon. To thrive, it’s important to make sure that you’re out there, testing and learning as quickly as possible.”

Sperti agrees, saying the celebration of failure is vital. At the same time, she says, it’s just as important to start being comfortable with imperfection. “Decades back, marketers would work on a big TV ad, and they’d be really focused on driving that big, broad awareness – the kind that requires a lot of precision and perfection,” she says. 

“Today, we need to start getting really comfortable knowing that our measurement frameworks aren’t perfect from the get-go. Often perfectionism stops us. We won’t start measuring until we have the ‘Rolls Royce’ of performance measurement frameworks, which means we never start. And when we never start, we fail to learn and evolve from a marketing point of view. What we don’t optimise, we don’t improve.”

Today’s opportunity is paved in first-party data

Ultimately, this new digital landscape demands a new journey — one organisations and brands must navigate together to find their footing as the foundation built upon shady privacy practices and third-party cookies begins to crumble away. 

In a privacy-first world, all roads lead to first-party data. And it’s time for brands to run, not walk, towards getting their house in order. Brands who make the change to leveraging first-party data see net-positive outcomes not just in match rates, efficiencies, time and security but also in revenue. 

The brands that say these challenges are tomorrow’s problems are missing out on the opportunity available to them today. 

Singapore – Ever since Google unveiled its plans of having third-party cookies deprecated in the Chrome browser in 2021, the digital advertising world has been subject to a frenzy. Two years after – and a number of delays later – the industry is a bit more relaxed owing to an ongoing conversation on the possible workarounds for such a dilemma. 

As we enter 2023 and are presented with a fresh opportunity to answer to emerging opportunities and challenges in the marketing arena, bringing ourselves up to speed on the developments in the cookieless strategy is of utmost importance. 

Last February 28 and March 1, 2023, MARKETECH APAC, the digital media for the marketing and tech industry in APAC, pooled together industry leaders and marketing professionals from top brands in the region to mount its first-ever 2-day hybrid conference, What’s NEXT 2023: Marketing in Asia Pacific. On Day 2 of the said event, which was held virtually, it touched base on navigating the cookieless world with first-party data strategy. 

With Toni Juhani Ruotanen, panda ads’ director for advertising & partnerships in foodpanda APAC, at the forefront of the conversation, the leader brought us back to the pivotal events that led us to today’s impending loss of the use of third-party cookies, alongside the possible strategies that were put forth, and ultimately — how retail media is showing itself as a viable response to stricter privacy in the digital world. 

First of all, Ruotanen reminds us that the cookieless state of affairs is, in fact, not entirely new for us. Apple’s Safari and Firefox have been there and done that – even way back in 2019. But why still the scare? Aside from the fact that Google Chrome is the top and most widely-used browser, the tech giant joining the crew undeniably augments the limitations of advertisers in targeting its consumers in the digital arena.

Watch the full presentation of panda ads’ Toni Ruotanen here.

Ruotanen walks us through the present lay of the land where third-party cookies, whilst partial to privacy concerns, have been immensely helpful to serve highly relevant and personalised ads to consumers. Cross-site tracking, retargeting, and ad-serving are some of the capabilities that third-party cookies have made possible. So how then can brands recuperate once these faculties are foregone?

The marketing leader similarly goes over the top defensive strategies that have been a consensus for the industry for quite some time — Universal IDs, Contextual Advertising, and First-Party Data Strategy. 

The first one allows companies to identify users across different websites and devices and can be created with first-party data, thus, offering targeting whilst respecting privacy. Contextual advertising, meanwhile, is the approach that targets potential customers by relying on context, such as that of a webpage, location, or weather. And of course, needless to say, the first-party data strategy, which is looked to as the ideal of them all. The said approach banks on consent-based advertising by obtaining users’ informed consent before collecting their data. 

Then there comes the burgeoning strength of Retail Media. 

“We know that retail media has been growing aggressively since 2022 and it’s expected to grow further in 2023,” said Ruotanen. 

By entering direct relationships with large publishers and retail media networks such as foodpanda and top e-commerce platforms Lazada and Shopee, brands are able to hop on an opportunity to leverage consent-driven marketing. 

For one, when a consumer lands on a retail platform, the intent to be there at the certain moment, with their data being shared with the website, can signal that there’s consent from the visitor. Aside from this, which could probably be considered as the most advantageous factor of working with such a platform, is that a brand’s ads already have higher chances of driving conversion as consumers that pay them a visit are already pre-conditioned to purchase something.

Higher purchase intent and clear signals of intent, direct response and branding opportunities, and seamless consumer experience are just some of the advantages of drawing consumers already in ‘shopping’ mode. 

How, then, can brands maximise opportunities within a retail media network? Ruotanen offers a three-step strategy. 

First, you must find the right platforms for your brand. According to Ruotanen, you ought to vet the fitness of a platform by asking who the audience of such and the behaviours their consumers are exhibiting. Next, it is also important to assess what type of consumer insights you stand to gain and if you’re able to drive traffic away from the platform. 

Second, you must evaluate whether a certain platform is able to afford you an opportunity to build a full-funnel campaign and allow for a holistic brand synergy. Essential questions to ask are, what stage of the funnel are you trying to address? and what brand assets are available? These then will give you a clearer picture of whether to go for placement with a certain platform. 

And lastly, to discern a platform’s alignment with your brand, you must size it up against whether you’re able to leverage audience-targeting initiatives within it. You must find how diverse the cohort of consumers you are able to attract and determine whether you can maximise your ad placements in such a destination to its full targeting power.

In a digital world that is seeing unprecedented fluidity, it pays to be overprepared for the oncoming drastic shifts that threaten to widen the distance between brands and consumers. With the phase-out of third-party cookies, it would be much more challenging for brands to reach their consumers – but by opening their eyes to the innovation around them – it’s not an impossibility to overcome and even thrive amidst the uncertainty.

“Marketers still have a lot of work to do this year to be able to become ready and prepared for the new cookieless world for marketing in 2024. The question is, [is] your organisation ready for this change?” prompts Ruotanen. 

He concluded, “If you look at the bright side, the coin has always two sides. The death of third-party cookies can also be an opportunity for advertising innovation. Today, there are alternatives for marketers to look at, adopt, and consider.” 

What’s NEXT 2023: Marketing in Asia Pacific is the inaugural 2-day hybrid industry conference of MARKETECH APAC which was launched last February 28 and March 1 as a culminating event under the multi-platform series, What’s NEXT 2023. 

The conference, which saw an attendance of more than 200 in-person participants and more than 100 virtual attendees, set the stage for future-oriented conversations on different marketing disciplines such as brand engagement, growth marketing, influencer marketing, marketing and technology, digital advertising, and CMO decision-making, amongst many others. 

Aside from Ruotanen, marketing leaders that graced the hybrid conference include those from Boost, Carsome, Colgate-Palmolive, Globe Telecom, Home Credit Philippines, Kaspersky, ShopBack, and many more. 

panda ads is a proud Gold Sponsor of What’s NEXT 2023: Marketing in Asia Pacific. panda ads is foodpanda’s integrated advertising solution that helps brands connect with foodpanda’s audiences and unlock growth through in-app advertising, digital marketing channels, and partnership programmes.

Singapore – As the future of cookie-based customer engagement is slowly crumbling, businesses must learn how to leverage their own data strategies, including the implementation of first-party data use to optimise their customer experience, the latest survey from outcome-based marketing organisation Epsilon shows.

According to the global survey, over 60% of surveyed brands suffer from incomplete customer profiles relating to gaps in first-party data held on customers, while only 17% of surveyed brands have advanced first-party data strategies that give a holistic, near complete view of their customers. In addition, about 24% of respondents have data that is fragmented and siloed by channel or business function, disabling their ability to adapt to changes in customer behaviour quickly.

Patrick Sim, senior VP of APAC and MEA at Epsilon, said, “The decay of cookie technology is now forcing many brands to alter their strategies to meet changing customer expectations. Moving forward, CX practitioners and marketers should conduct frequent assessments of their data management and customer engagement strategies to deliver loyalty-winning customer experiences and boost customer lifetime values.”

The survey also noted that over 40% of those surveyed are in the early stages of rolling out first party data capture strategies, indicating a shift in identity data management. In terms of considering the effects of cookie deprecation, 61% of respondents plan to alter their engagement strategies. In selecting a solution provider and identity resolution partner to assist in managing customer identity data more effectively, accuracy (77%) and compliance (68%) emerged as the most desired traits, beating cost (2%).

Sim added, “Campaigns run on third-party platforms rarely provide customer intelligence to companies, and this lack of intelligence in the system leads to a vicious cycle of continued dependency on these platforms. The solution is to invest in owned platforms and software for customer engagement, allowing for relevant, timely and compelling communication.” 

He further noted, “Businesses need to prioritize gaining an understanding of their data footprint and enhancing their data strategies, which must include capturing and leveraging first-party data to drive optimal customer experiences.”

Sydney, Australia – First-party data provider Audience360 has announced that it has entered a partnership with financial comparison site Mozo, allowing brands to engage audiences currently looking for personal finance and retail energy products with a purchase intent on Mozo.

This means that any advertiser seeking to reach Mozo audiences will be able to access the complete suite of Audience360 media buying tools. Audience360, which has first-party data partnerships with carsales.com.au, Webjet, and the AFL.com.au said the importance of transparent, premium first-party audience data has ‘never been greater’.

Furthermore, the partnership which delivers audience extension capabilities across the wider Internet, will allow brands to be able to target users beyond the Mozo website. The core editorial finance areas on Mozo are banking, insurance, loans, and utilities, and provide advertisers with a strong ‘intention to buy’ audience.

“We believe that by partnering with Audience360 we’ll give advertisers better reach of audiences and brands will have the benefit of connecting with people that have the intention to soon buy retail finance, energy, and other services,” said Neville Daniels, managing director for APAC at Mozo.

Mozo compares more than 1,800 products from more than 200 banking, insurance and energy providers to help Australians find a better deal each month via its comparison tools and calculators, and is a trusted source of financial rates and information with Australian consumers, the media and industry. 

Meanwhile, Jenny Parkes, managing director at Audience360, commented, “Mozo’s website users are ready to transact and are actively looking for products and services. We are seeing first party data rise to the fore in digital advertising, and we are thrilled that Mozo has joined our growing stable of publisher and vertical brands.”

Parkes added that branded audiences enable advertisers to reduce media wastage and target users with more precision, as digital ad campaigns are based on first party deterministic data.