By Mindi Chahal

Brands looking to optimise online advertising spend could find new opportunities by honing in on micro-level purchase data to reach audiences in a wider range of categories.

New data shown exclusively to Marketing Week reveals consumers buying certain products are more likely to buy goods in other seemingly unrelated categories that brands could dismiss as irrelevant.

Data from Skimlinks, which uses machine learning to observe behaviour and create profiles from 1.4 billion users across its publisher network, shows that purchases do not happen in isolation.

For example, consumers who are looking to buy a large appliance for their kitchen, such as a washing Read full story ›

Source: Marketing Week