The partnership will allow Trade Me’s third-party advertisers to activate their first-party data on Trade Me without relying on third-party cookies in a privacy-safe manner.

Ivan Fuyala, Head of Advertising at Trade Me, says the partnership will allow Trade Me clients to customise their creative material and include (or exclude) audiences on Trade Me against their own customer segments.

“The investment we’re making in this technology ensures we are well-positioned to deliver innovative, highly targeted solutions to our advertising customers in a privacy-safe manner well beyond 2025,” he said.

“To provide a simple example, advertisers would be able to exclude existing customers from their campaign while increasing reach across non-chrome browsers today,” noted Ivan Fuyala. “This is not only more efficient, it will also open up improved measurement capabilities.”

“Another use case would be advertisers targeting custom creative material and messaging to their specific internal customer segments leading to higher engagement and reduced media waste.”

Brands and agencies seek new ways of targeting and measuring the impact of their campaigns in a privacy-first, cookieless world. InfoSum’s innovative controls, differential privacy techniques and patented non-movement of data approach prioritises consumer

privacy at every stage. This means each stakeholder retains full control over their first-party

data and consumer privacy is protected at all times.

Richard Knott, GM for ANZ at InfoSum, said: “Trade Me is InfoSum’s first New Zealand partner. We look forward to helping them expand their first-party data collaboration

capabilities to unlock enhanced customer insights and segment profiling capabilities while ensuring consumer privacy and data integrity.”

InfoSum’s privacy-by-design approach empowers our partners to provide innovative advertising solutions without the risk of data misuse or exposure.”

Trade Me partners with InfoSum to expand ad product suite