French agency Publicis Media has partnered with ITV and InfoSum to launch a campaign using Epsilon’s Core ID solution, in what is a UK first.
The solution looks to enable brands to more accurately target their desired audiences within the ITVX platform, and will leverage Publicis’ PMX Lift to combine the reach and expertise of Publicis with the data and technology of Epsilon.
Allowing clients to navigate the AV landscape with greater ease, brands such as Birds Eye have already launched campaigns using the integrated solution.
“This industry-first partnership with ITV will mean Publicis Media clients can use the data capabilities of Epsilon’s Core ID matched with ITVX’s logged-in users, to enable brands to deliver a consistent ID solution at scale,” Publicis Media head of PMX Lift, Rachel Hall said.
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“It allows us to better target beyond broad demographics and reduces wastage across AV campaigns. Epsilon audiences will now be available in Planet V for our agency teams to access and activate and we have campaigns running across Q2 / 3 for those clients keen to expand their use of Core ID audiences into ITVX.”
Publicis Media clients will additionally be able to activate the Epsilon identity solution to use deterministic data for ITVX campaigns.
ITV trading controller, Michael Curtis added: “This partnership is a great example of the kind of innovative and progressive developments that we’re bringing to how we are iterating Planet V.
“By unlocking even more insights from data we’re creating unique audience segmentation for Publicis Media and we look forward to seeing the positive results for clients coming on-board to use this solution.”
