SSI and LiveRamp in Digital Ad Insights Deal

In the US, research data solutions firm SSI has partnered with customer data 'onboarding' specialist LiveRamp, to provide insights and more accurate targeting for digital ad campaigns.

Through the deal, the firms say they will enable marketers to link survey-based research to people-based marketing initiatives. The partnership has been designed to help clients target surveys based on commercially available segments, or other data. Additionally, clients will be able to create segments by directly collecting the most relevant data for a seed list, and make these segments available via LiveRamp's IdentityLink Data Store feature. This feature is used to create an omnichannel view of the consumer, linking multiple sources of data to a privacy-compliant identifier that can then be used - in partnership with SSI - to drive people-based marketing initiatives.

Bob Fawson, SSI's Chief Product Officer, says the deal offers a way to link big data with targeted research and segmentation, and deliver a better, more relevant customer experience. Paul Turner, LiveRamp's VP of Platforms, adds: 'Through this partnership, brands will now be able to engage consumers using self-reported data collected via surveys. This will further improve the people-based targeting, personalization, and measurement marketers can engage in.'

Web sites: www.surveysampling.com and www.liveramp.com .