Kantar & LiveRamp expand partnership for ad targeting

Kantar and LiveRamp have announced an expanded partnership enabling clients to leverage Kantar's extensive consumer data for improved ad targeting.

The collaboration integrates Kantar's Worldpanel division insights with LiveRamp's data collaboration platform. This allows LiveRamp clients to target online campaigns more effectively by utilising detailed shopper behaviour data. Advertisers can now enhance their datasets with these insights to align more closely with their owned data, fostering brand growth and better-addressing consumer expectations concerning online advertisements.

Through this partnership, marketers gain access to Kantar shopper segments, which they can utilise via their Demand Side Platforms and within the LiveRamp Safe Haven clean room. This enables them to augment insights from CRM databases, define their own audiences, and build target groups that can be activated across media and marketing channels through LiveRamp's lookalike modelling.

This enhanced offering is immediately available in the UK, France, Spain, and Brazil. It complements the existing Kantar LIFT and Profiles audience segments available to LiveRamp clients in the US. These segments provide pre-defined audiences of consumers with strong purchase intent or particular profile characteristics across various sectors.

Natalie Babbage, Global Media Director of Kantar's Worldpanel division, stated: "Brands grow by being meaningfully different to more people. Our deeper collaboration with LiveRamp creates new opportunities to optimise media investments and more accurately target and engage the right consumers with great messages and offerings."

LiveRamp's Head of Data & Analytics, Sylvain Dupuis, commented: "We are extremely pleased with this partnership, which strengthens our relationship with Kantar. The global leader in marketing data and analytics, Kantar is a key player in data collaboration, and this partnership 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."

The partnership between Kantar and LiveRamp enhances digital advertising by combining Kantar's consumer insights with LiveRamp's data collaboration platform. This integration allows advertisers to target campaigns more precisely and engage specific consumer segments while ensuring data protection compliance. As the collaboration expands globally, it offers marketers more effective tools for personalised advertising.