Regit drives 'permissioned' data deal with LiveRamp

Regit, the UK’s major digital garage that helps motorists buy, sell and maintain their vehicles online, has signed up to use LiveRamp’s clean room technology to offer advertisers enhanced audience targeting opportunities.

The company, which rebranded from Motoring.co.uk in 2017, will use the deal to offer exclusive, permissioned ‘vehicle-based’ insights and activations that it is claimed can propel media efficiency and ROI for a range of endemic and non-endemic brand partners.

Regit holds vast amounts of permissioned first-party data relating to its users’ vehicles, including make and model, age, fuel type, length of ownership, and sale-related information including service history, tax, MOT, and insurance expiry.

LiveRamp’s platform can now unify people-based insights from social platforms with detailed vehicle data, providing a comprehensive understanding of the automotive lifestyle and buying preferences of Regit’s car owners.

This enables marketers to maximise media performance through personalised ads at scale while opening a plethora of new opportunities to target high-value audiences in a privacy-forward manner.

The two companies maintain that the partnership offers significant value for automotive brands eager to enhance marketing efforts around new and used vehicles, aftersales and luxury accessories.

Non-endemic partners can benefit from Regit’s behavioural and addressable data, including but not limited to lifestyle, travel and finance brands. For instance, a luxury retailer can now precisely target Regit’s premium vehicle users, enhancing campaign effectiveness and ROI across social.

Regit founder and CEO Chris Ashton-Green said: “This strategic partnership with LiveRamp is hugely significant as we’re able to extend our exclusive, ‘vehicle-based’ data with advanced social platform user targeting meaning our automotive and non-endemic partners can deliver more relevant marketing experiences with maximum precision.

“In practice, this means brands promoting electric or low emission vehicles can specifically target users in and around clean air zones around the UK with informative and engaging content to encourage them to make the switch, as well as being able to target by vehicle type, brand, age, mileage and much more.”

LiveRamp UK managing director Hugh Stevens added: “First-party data is the cornerstone of providing rich insight into customers and driving better ad performance. The ability to now extend first-party data’s value through secure collaboration with partners will be crucial for fuelling better business outcomes. By increasing access to Regit’s customer intelligence through data collaboration, advertisers can identify high-value audiences and generate value from optimised media efficiency.”