Cartology, Woolworths' retail media network, has formed a partnership with CommBank iQ to use payment data, strengthening non-FMCG campaign targeting and measurement across 3,300 screens
CommBank iQ, a joint venture between Commonwealth Bank and Quantium, uses de-identified payment data from about 7 million Australians.
“Marketers need advertising solutions that make their investment work smarter to reach the right customers," said Cartology’s Steve Geelan.
"With the addition of CommBank iQ to our existing targeting and insights capabilities, we can meet marketers with a customer-led solution that drives greater effectiveness and minimal media wastage."
The announcement comes after Cartology went live with its Vicinity Network rollout in late May that will see more 1,000 screens join its retail out of home portfolio.
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