Yahoo!7 and Ikea will join forces by using Yahoo!7’s data sciences capabilities through its ‘advertiser database match’ (ADBM) product in partnership with Acxiom.

Ikea have signed on for a trial of the ADBM product, which will allow Ikea to match the millions of Yahoo!7’s verified audience with IKEA customer data sources to target Australian home decorators.

The deal will be the first ADBM project in Australia. Companies like Visa, The Walt Disney Company, Ford and Nestlé have already successfully executed ADBM campaigns internationally. The deal was developed with Match Media, the media agency for Ikea Australia.

Commercial director at Yahoo!7 Damon Scarr says, “Yahoo!7 and Acxiom are thrilled to be able to partner with Ikea for the first trial of the ADBM product in Australia. The unique flexibility of the product enabled us to help Ikea build a unique consumer database, and then match it against the Yahoo!7 network. Once the database match has been conducted, a world of marketing opportunities open up to Ikea in how they can reach their target audience.”

Chief sales and digital officer for Seven West Media Group Kurt Burnette says Yahoo!7 is setting an example by leading the market in data innovation.

“The trials underway between Yahoo!7, Ikea, Match and Acxiom are a great example of the new types of collaboration we are forming around data… These insights will help provide a new competitive edge in the marketing mix,” he says.