LEESBURG, Va. and REDBANK, N.J., Sept. 6, 2017 /PRNewswire/ -- Real-world
location intelligence provider Gravy Analytics and omnichannel data
powerhouse V12 Data, today announced their partnership in offering
exclusive audiences created by merging data sets, which can now be
used in programmatic advertising campaigns. This partnership is
powered by LiveRamp®, an Acxiom® company and leading provider of
omnichannel identity resolution, and their Data Innovators program.
These new audiences combine Gravy's mobile location-driven
behavioral data with V12 Data's demographic data for precision ad
targeting. As a result of this partnership, consumers will
experience fresher, more relevant digital engagement from brands,
and discover offerings that meet their needs more easily.
![Gravy Analytics (PRNewsfoto/Gravy Analytics ,LiveRamp) Gravy Analytics (PRNewsfoto/Gravy Analytics ,LiveRamp)](https://mma.prnewswire.com/media/519190/Gravy_Analytics_Logo.jpg)
Participants leverage LiveRamp's IdentityLinkTM to
deterministically combine data assets from their cookie, mobile or
offline sources to co-create enriched, people-based segments that
can be greater than the sum of their parts. For example, these new
audiences bring together Gravy's most popular behavioral segments
with V12 Data's consumer demographic data. Gravy segments like
'Electronics Buyers', 'Health Nuts' and 'Discount Shoppers' are
partitioned by V12 Data's demographics like age, gender, household
income, presence of children and ethnicity. Resulting audiences
include 'Electronics buyers with household income above $150K',
'Female health enthusiasts', and 'Discount shoppers with children
in the household'.
"We are excited to be working with Gravy Analytics and LiveRamp
to incorporate our consumer demographic data into a wide range of
behavioral audiences," said Anders
Ekman, CEO of V12 Data. "LiveRamp's turn-key platform lets
us easily connect V12 Data's robust demographic data to Gravy's
consumer insights. Their technology makes it possible for us to
build these precision programmatic audiences at scale."
More than 400 combined Gravy & V12 Data segments are now
available through LiveRamp's IdentityLink Data Store feature for
audience targeting. These powerful, multi-dimensional audiences are
designed to meet the complex needs of today's advertisers. For
example, a manufacturer of women's exercise clothing can now market
directly to known female athletes. Or, an active adult housing
community can market directly to in-market home buyers of
retirement age. New audiences are regularly added to the LiveRamp
marketplace to meet new market opportunities and in response to
customer requests. This partnership will enhance the relevancy and
accuracy of the consumer's digital experience.
"Marketers have successfully targeted consumers by demographic
for years," said Anurag Mehta, SVP
& GM, Gravy Analytics. "Gravy is thrilled to partner with V12
Data and LiveRamp to extend the reach of our consumer behavioral
data. Our behavioral insights derived from consumer behavior
observed in the physical world, coupled with V12 Data's
market-leading demographic data, make it even easier for marketers
to reach their ideal consumer with their advertising message."
Gravy Analytics and V12 Data are among the first participants in
LiveRamp's Data Innovators program. The program is designed to
provide unique, exclusive, deterministic data sets for marketers,
and a new revenue stream for data owners. Marketers using
LiveRamp's IdentityLink solution can access the Gravy & V12
Data audiences via IdentityLink's Data Store feature, and activate
the segment by distributing directly to their media platform of
choice. LiveRamp's platform and IdentityLink offer data providers
and marketers a privacy-compliant means to resolve disparate data
from multiple data sources.
"Our Data Innovators Program is designed to empower data leaders
across the industry to join forces, leveraging LiveRamp's identity
resolution, to create powerful, fresh, people-based solutions for
marketers," said Luke McGuinness, GM
Data Store, LiveRamp. "By supporting a robust data ecosystem and
enabling our partners to combine their respective strengths, we're
giving marketers access to new and more effective ways to connect
with consumers."
About Gravy Analytics
Gravy Analytics delivers
real-world location intelligence to advertisers and brands. Where
we go is who we are. Gravy's patented technology,
AdmitOneTM, verifies consumer attendances at
millions of places and events, providing unprecedented insight
into consumer activities and interests. Advertisers rely on
Gravy Audiences to power precision-targeted mobile advertising
campaigns. Brands trust Gravy Insights to provide unmatched
customer and competitive intelligence. Gravy Analytics
processes billions of location signals each day from its nationwide
base of opted-in mobile devices for unparalleled reach and scale.
For more information, visit www.gravyanalytics.com.
About V12 Data
As an omnichannel data powerhouse, V12
Data combines rich data assets with robust technology to provide
brands with a seamless and connected customer view. Our solutions
bridge the right data across channels to power right time
omnichannel engagement when, where, and how a brand's customers and
prospects prefer. For more information, visit www.v12data.com.
About LiveRamp
LiveRamp offers brands and the
companies they work with identity resolution that is integrated
throughout the digital ecosystem, and provides the foundation for
omnichannel marketing. IdentityLinkTM transforms the
technology platforms used by our clients into people-based
marketing channels that improve the relevancy of marketing, and
ultimately allow consumers to better connect with the brands and
products they love. LiveRamp is an Acxiom company (Nasdaq: ACXM),
delivering privacy-safe solutions to market and honoring the best
practices of leading associations including the Digital Advertising
Alliance's (DAA) ICON and App Choices programs. For more
information, visit www.LiveRamp.com.
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SOURCE Gravy Analytics; LiveRamp; V12 Data