Equifax Updates Tool to Help Car Advertisers
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.