Advertisers can now enrich their existing datasets with real shopper behaviour insights to bridge the gap with their owned data as Kantar, a leading marketing data and analytics company, and data collaboration platform LiveRamp, have expanded their partnership.
Through the partnership, marketers can access Kantar’s shopper segments through its Demand Side Platforms and in the LiveRamp Safe Haven clean room, to augment insights from CRM databases, create own audience definitions and build audiences that can be activated across the media and marketing ecosystem through LiveRamp’s lookalike modeling.
The enhanced offer is available within the UK, France, Spain and Brazil with immediate effect, complementing Kantar’s LIFT and Profiles audience segments which are available to LiveRamp clients in the US, offering accurate pre-built audiences of consumers who have strong purchase intent in different sectors or specific profile attributes across a variety of categories.
Natalie Babbage, Global Media Director, Worldpanel division, Kantar, explains: “Brands grow by being meaningfully different to more people. Our deeper collaboration with LiveRamp creates new opportunities to optimise media investments and to more accurately target and engage the right consumers with great messages and offerings.”
Sylvain Dupuis, Head of Data & Analytics, LiveRamp, adds: “We are extremely pleased with this partnership, which strengthens our relationship with Kantar. The global leader in marketing data and analytics, Kantar is a key player in data collaboration, and this partnership offers more precise targeting for advertising campaigns that brands will be able to run with their consumers. Our LiveRamp technology will give brands access to Kantar segments for in-depth information on consumer behaviour, in a secure, robust environment that complies with data protection regulations.”
LiveRamp recently formed a partnership with Criteo that sees that latter leverage LiveRamp’s Data Collaboration Platform in combination with Criteo’s Commerce Yield monetisation solution to allow retailers to enhance their first-party targeting and attribution capabilities of their media networks – with potentially stunning results.
