Gumtree Group and AdFixus have partnered to enrich addressable audiences.
The partnership will deliver a deterministic first-party identifier to all of the Gumtree Group properties, which includes CarsGuide and Autotrader, to ensure addressability regardless of which browser is used.
Gumtree Group will leverage AdFixus' technology to develop a unique, integrated, cross-platform digital experience that connects audiences with brands while maintaining full addressability and in a privacy-centric first party manner.
It will also elevate Gumtree Group’s media arm by enhancing its durability and applicability, enabling creation and management of digital experiences and advertising opportunities across all properties.
Gumtree Group CPTO Paul Russell said Gumtree Group is committed to investing in market-leading solutions that amplify its audience proposition and deliver optimal outcomes for advertising partners.
"Working with AdFixus allows Gumtree Group to offer full addressability across our diverse range of digital portfolios, optimise campaigns, and provide deeper insights and attribution to the campaigns across our network," he said.
AdFixus CEO and founder Marko Markovic said Gumtree Group’s commitment to delivering privacy-centric addressable audiences aligns perfectly with AdFixus.
"Our alliance highlights our robust partnerships with our clients, who trust us to deliver exceptional results. We are honoured by their confidence and are committed to continuously exceeding their expectations as we grow together," he said.
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