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Salesforce will let brands use their first-party data to target consumers on social platforms, starting with Snapchat, in an update to its marketing cloud that is designed for advertisers to keep up with the changing privacy landscape. At its Connect event on Wednesday, Salesforce also announced a new integration with WhatsApp, which will allow Salesforce clients to directly communicate with customers on the messaging platform. Salesforce is making upgrades to its marketing technology, which works with thousands of brands, as privacy regulations make it more difficult to use data in online...

Gumtree launches new ad platform The local marketplace platform is pitching a full ad offering to brands Example of the new brand creative from Gumtree Online marketplace, Gumtree, has released a new advertising platform combining first-party data, predictive purchasing technology, new native products and content innovations aimed at enabling brands to engage with customers. Gumtree Australia director of advertising, Shannon Fitzpatrick, said Gumtree Media’s new advertising offering allows partners to connect their brands to life’s full circle. “It provides unique opportuniti...

Gumtree unveils predictive, first-party data offering for advertisers May 5, 2021 6:30 Gumtree has announced a multi-faceted new advertising offering that will provide first-party insights from its 8.5 million-strong audience network. By combining that data with predictive purchasing technology, new native products and innovative content, Gumtree will work closely with brands to create bespoke solutions using its new Audience Match product, as well as Gumtree Labs. “First party data is a big opportunity for advertisers,” Gumtree Australia director of advertising, Shannon Fitzpatrick told...

Gumtree signs up new partners to expand customer data usage March 11, 2021 4:13 Infosum’s identity infrastructure is designed to maximise customer data while LiveRamp “connects, controls, and activates data”. The two data partners will allow Gumtree to establish a personal data ecosystem, designed to offer marketers access to new product innovations, including the latest introduction, Audience Match. This innovation will deliver Gumtree a unified view of personas that can be targeted across Gumtree’s network and beyond, as traditional identifiers depreciate. (e.g. third-party cookies...