Australian-owned marketplace platform Gumtree Group has entered a strategic partnership with identity solution provider AdFixus in a bid to enrich addressable audiences as part of its ongoing digital advertising and marketing growth strategy.

The partnership will see the delivery of a durable, deterministic first-party identifier to all of Gumtree Group's properties, including CarsGuide and Autotrader. This move is set to enhance Gumtree Group's media arm by improving its durability and applicability, enabling seamless creation and management of digital experiences and advertising opportunities across all properties.

AdFixus' technology, which is known for its ability to personalise customer experiences and optimise advertising while respecting customer privacy, will be leveraged by Gumtree Group. The patented technology will be used to develop a unique, integrated, cross-platform digital experience.

"Gumtree Group is committed to investing in market-leading solutions that amplify our audience proposition and deliver optimal outcomes for our 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," said CPTO at Gumtree Group, Paul Russell.

AdFixus' solution works across domains, removing duplication and eliminating reliance on third-party cookies and probabilistic identifiers. This aligns with Gumtree Group's commitment to delivering privacy-centric addressable audiences.

"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," said CEO and founder of AdFixus, Marko Markovic.