In an effort to provide advertisers with more audience data, Torstar has partnered with Integrated Rewards and its Paymi cash back service.

The partnership incorporates Paymi into Torstar’s Save.ca platform (pictured), which includes digital coupons and flyers, email marketing activities, newsletters, and sweepstakes. Save.ca will allow customers to earn cash back on their everyday purchases by linking their bank cards to the platform or uploading receipts. Users will also be able to bookmark shopping sites and find offers.

Torstar director of performance marketing products Bianca Rosati tells Media in Canada that cash back ultimately translates into more information for advertiser targeting. The platform, says Rosati, will provide brands and advertisers with information about users’ shopping behaviour in and out of stores.

“This enhanced data enables more precise targeting and tailored marketing strategies, improving campaign effectiveness and allowing brands to engage more effectively with their audience,” Rosati says.

According to Rosati, both companies are launching the program to address customers’ growing “demand for convenience and efficiency in an increasingly digital and fast-paced market [while also helping] Canadians put more money back in their wallets during challenging times,” she says.

The program will launch this fall and will offer exclusive pre-launch packages for early retail and CPG partners across Torstar’s print and digital network.