Data and analytics firm Kantar and data collaboration platform LiveRamp, have altered their partnership to allow LiveRamp clients to access Kantar’s continuous consumer behaviour data.
LiveRamp clients can now benefit from in-depth shopper behaviour insights from Kantar’s Worldpanel division.
Marketers will also be able to access shopper segments to boost insights from CRM databases, create their own audience definitions and build audiences.
This new expansion complements the company’s existing LIFT and Profiles audience segments, which were previously available only to LiveRamp clients in the US.
The offer provides marketers with access to precise, pre-built audience segments of consumers who demonstrate strong purchase intent across various sectors.
Additionally, these segments include specific profile attributes across a wide range of categories, enabling more targeted and effective marketing campaigns.
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“Brands grow by being meaningfully different to more people,” said Natalie Babbage, global media director, Worldpanel division at Kantar, “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.’’
The partnership, said Sylvain Dupuis, head of data and analytics at LiveRamp, “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.’’
According to the company’s latest marketing trends, nearly a quarter of all US media ad spending will be via retail by 2028. as brands look to better harness first-party data.
