Equifax Updates Tool to Help Car Advertisers

Equifax released its latest version of its Matchmaker research tool yesterday. Matchmaker provides publishers with insight into their subscribers' recent automotive purchases as well as demographics, attitudes and lifestyles, Equifax said.

Matchmaker customized reports are created by matching subscriber names to new state motor vehicle registrations. Equifax said Matchmaker contains 11 million records for new cars and trucks purchased between Oct. 1, 2004, and Sept. 30, 2005. However, it does not release the buying and leasing behaviors of individual consumers.

Publishers can use the reports to establish which vehicles are most popular among their subscribers, letting publishers attract automotive advertising.

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