Innovative Programmatic Targeting Revolutionized by New Data Synergy
Innovative Alliance Between Predactiv and Circana
In a groundbreaking move to elevate programmatic advertising, Predactiv, an AI-driven data and technology company, has partnered with Circana, LLC, a renowned advisor on consumer behavior. Together, they are launching advanced In-Market Audiences that promise a new standard in audience targeting through the integration of complex purchase data and digital interest signals.
Transforming Targeting Strategies
This strategic collaboration harnesses two distinctly different yet complementary datasets. Predactiv’s extensive online behavioral data merges seamlessly with Circana’s rich purchase-based insights, providing marketers with a tool to enhance their targeting efforts dramatically. This evolution allows advertisers to accurately identify consumer intent, ensuring they engage with potential customers during critical moments in their purchasing journey.
Key Advantages of the New In-Market Audiences
Precision in Targeting
The major advantage of these new audience segments lies in their enhanced precision, which combines accurate purchase data with detailed digital signals. This sophisticated integration allows brands to effectively pinpoint and engage active buyers who are ready to convert, ultimately enhancing marketing efficiency.
Boosting Campaign Outcomes
By utilizing deterministic data that reveals the prime opportunities within the consumer purchasing cycle, advertisers can refine their programmatic campaigns. This strategic advantage leads to higher engagement rates and a substantial return on their investment.
Simplifying Audience Reach
The new verified dataset significantly streamlines the audience targeting process across various digital platforms. It allows marketers to utilize unique data sources, simplifying the art of reaching key demographics in one cohesive offering.
Collaboration that Redefines Performance Marketing
This partnership marks a pivotal point in the evolution of data-driven marketing strategies. By combining the strengths of both companies, Predactiv and Circana are unlocking new insights and enhancing performance marketing capabilities. The innovative Predactiv Data Platform supports these audience segments, using predictive analytics to gauge future online and offline consumer activities.
Real-World Validation
Recent validation efforts utilizing credit card transaction data highlighted a significant advantage of Predactiv data. It was observed that audiences identified by Predactiv spending patterns outperformed a control group between five to nine times across various product categories, showcasing the real-world application of this innovative approach.
Expert Insights on Consumer Behavior
Predactiv’s Senior Vice President of Enterprise Data Sales, Anthony Psacharopoulos, emphasized the transformative potential of this partnership. He states that the fusion of Circana’s purchase-centric data with Predactiv’s behavioral insights sets a new benchmark for how advertisers can approach audience targeting.
Identifying High-Value Consumers
Encouragingly, Circana’s methodology identifies millions of households poised for purchasing. With data scaled to reach nearly 96% of the market, the platform uncovers high-value customers, termed “in-market invisibles,” who are often difficult to pinpoint but are interested in buying.
The Future of Audience Targeting
By launching these new in-market audience segments, Predactiv and Circana are ushering in a dynamic era for advertisers. This coalition aims to refine digital marketing strategies by fusing behavioral data with transaction insights, enabling brands to foster more impactful connections with consumers.
A Revolution in Marketing Strategies
The collaborative effort between these two companies not only enhances targeting capabilities but also represents a broader shift in marketing strategies. The combination of purchase data with behavior-based insights is poised to revolutionize how brands identify and engage their ideal audiences.
About Predactiv
Predactiv focuses on transforming data into actionable insights through its advanced AI-driven platform. The foundational element of the Predactiv Data Platform is its thorough global digital behavioral dataset, which is crucial for understanding consumer intentions. By analyzing online behavior, Predactiv empowers businesses to enhance their marketing approaches and connect more profoundly with consumers.
About Circana
Circana, LLC excels in unraveling the complexities of consumer behavior. Leveraging advanced analytics and extensive cross-sector data, Circana provides vital insights that help nearly 7,000 brands and retailers around the globe make informed decisions. Their expertise enables clients to remain competitive and responsive to the ever-changing demands of consumers.
Frequently Asked Questions
What is the main focus of the partnership between Predactiv and Circana?
The partnership aims to combine purchase data with digital behavioral insights to create new In-Market Audiences for enhanced targeting in programmatic advertising.
How does the new audience targeting improve marketing efforts?
The new targeting approach allows for greater precision in identifying active buyers and optimum engagement moments, ultimately leading to better campaign performance.
What types of data are combined to create these In-Market Audiences?
The audiences are created by integrating Predactiv's online behavioral data with Circana's purchase-based insights, leading to a dual-layered understanding of consumer intent.
Who are considered "in-market invisibles"?
These are high-value customers who are likely to purchase but are typically challenging to identify through traditional marketing methods.
What innovative techniques does Predactiv use in its platform?
Predactiv utilizes a sophisticated AI-driven platform that analyzes massive amounts of online data to predict consumer behavior and refine marketing strategies.
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