Val Morgan Digital has enhanced its content and media assets in a new partnership with Vudoo that will leverage the commerce platform's technology to allow consumers to transact directly at the point of inspiration.

Vudoo's technology captures powerful intent signals and provides closed-loop attribution, enabling Val Morgan Digital to understand deeper consumer interactions to inform and optimise future campaigns and business strategies.

"We are thrilled to partner with Vudoo to bring interactive video advertising to our clients," said Managing Director at Val Morgan Digital, Brian Florido,. "Our audience is highly engaged and ready to shop, with 3 in 4 users looking to our brands for product recommendations, making them the ideal target for Vudoo’s conversion-driven solutions."

Val Morgan Digital's brands, including BuzzFeed, LADbible Group, POPSUGAR, TheLatch and Fandom, reach a total audience of 9.1 million.

Founder and CEO of Vudoo, sees the partnership as a reflection of the growing momentum in the commerce media space. "As consumers demand more interactive, transactional experiences, Val Morgan Digital is perfectly positioned to capitalise on these trends with Vudoo’s technology," he said.

Managing Director at Vudoo Asia Pacific, Drew Perry, said: "We’re excited to partner with Val Morgan Digital, one of Australia’s most innovative and forward-thinking digital content publishers. Their authority in addressing diverse passion points is undeniable. By integrating Vudoo’s commerce-driven ad products, designed to elevate consumer engagement and deliver measurable outcomes for brands, Val Morgan Digital can deliver deeper storytelling that convert engagement into action, especially among their primary audience."

Val Morgan Digital is part of Val Morgan and sits alongside Val Morgan Cinema and VMO, offering a range of digitally led advertising solutions.