Research by Econsultancy has found that Australian advertisers are keen adopters of people-based targeting.
People-based targeting is believed to improve return on investment (ROI) and ad relevance, and relies on first-party data such as customer relationship management and point-of-sale data.
The study found that 61% of advertisers said they used such first-party data to target their ads.
Many also used audience targeting tools to help narrow down the number of people their ads were displayed to, such as Facebook's Custom Audiences which was used by 62%, Google's AdWords Customer Match which was used by 53%, and Twitter's Tailored Audiences which was used by 37%.
Australia has an internet penetration rate of 90%, equivalent to 21 million people.Â
