Brands which have signed up to the LiveRamp data collaboration platform are being offered enhanced shopper behavioural data following an expansion of the company’s relationship with Kantar’s Worldpanel division.
It is claimed that advertisers can now enrich their existing datasets with real shopper behaviour insights to bridge the gap with their owned data, deliver brand growth and better meet consumers’ expectations about the ads they are served online.
Through this “next-level partnership”, marketers can access Kantar’s shopper segments through their demand side platforms and in their LiveRamp Safe Haven clean room.
The two companies maintain this will allow brands to augment insights from CRM databases, create their own audience definitions and build audiences which can be activated across the media and marketing ecosystem through LiveRamp’s “lookalike modelling”.
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 pre-built audiences of consumers who have strong purchase intent in different sectors or specific profile attributes across a variety of categories.
Kantar Worldpanel division global media director Natalie Babbage commented: “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.’’
LiveRamp head of data and analytics Sylvain Dupuis added: “As 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.’’
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