Woolies' Cartology Buys Ad Targeting Firm Shopper

In Australia, Woolworths Group's retail media business Cartology has agreed to acquire digital out-of-home (DOOH) ad targeting firm Shopper for c.$AUD 150m in cash.

Shopper, which is led by Ed Couche (pictured), currently has more than 2,000 screens in 400 shopping centres in Australia. The firm uses Wi-Fi access points to connect with 156,000 shoppers every month and analyse their demographics, brand preferences and purchasing habits. It also offers visual heatmaps allowing clients to target their desired audience and measure performance and impact in real time; Shopper Ai, which provides audience profiling by overlaying multiple data sources with heat mapping technology; and data sets for the targeting of high value audiences, profiled on their location, proximity and purchase timing.

The company joins Cartology, which runs a network of digital screens across supermarkets nationwide, and offers performance tracking modelling to assess campaign effectiveness. Mike Tyquin, MD of Cartology, comments: 'The acquisition of the business is an important next step in further unlocking the growth potential of Cartology, and accelerating our goal to become the trusted media partner of choice for brands and retailers. It will allow us to provide our clients more opportunities to reach their customers via seamless and targeted advertising solutions'.

Web sites: www.woolworthsgroup.com.au , and www.shoppermedia.com.au .