Equifax Updates Automotive Marketing Tool

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Equifax yesterday released the 2002 version of MatchMAKER, its automotive marketing tool for publishers.

The MatchMAKER database is a proprietary file containing vehicle registration data for more than 250 makes and models of 2001 automobiles, according to Equifax.

Though specific consumers cannot be identified through the database, publishers can use it to show statistics about how many of their subscribers own certain types of vehicles.

"MatchMAKER provides publishers with hard, up-to-date statistics that prove their magazine, newspaper or Web site is one of the best places for auto manufacturers to advertise. And that's information that's going to play a significant role in helping them drive automotive ad sales," Sherri R. Mewha, senior vice president and general manager of Equifax Direct Marketing Solutions, Atlanta, said in a statement.

Reports are generated by matching a publication's subscriber names against state motor vehicle registration data.


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