Partnership Adds Worldpanel Shopper Data to LiveRamp

Kantar has announced an expanded partnership with data collaboration platform LiveRamp. The latter's clients can now take advantage of Kantar's decades of continuous consumer behaviour insights, including Worldpanel shopper behaviour data, to improve targeting of their online campaigns.

Kantar's shopper segment data can now be accessed through clients' Demand Side Platforms and in their LiveRamp Safe Haven clean room, allowing clients to 'bridge the gap' with their own proprietary data including CRM databases, and define and build audiences which can then be activated across the media and marketing ecosystem through LiveRamp's lookalike modeling.

The enhanced offer is immediately available in the UK, France, Spain and Brazil, complementing Kantar's LIFT and Profiles audience segments which are available to LiveRamp clients in the US.

Worldpanel division Global Media Director Natalie Babbage (pictured) states: 'Brands grow by being meaningfully different to more people. 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'. Sylvain Dupuis, Head of Data & Analytics at LiveRamp says the deal strengthens its relationship with Kantar, 'a key player in data collaboration'. He adds: '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'.

Web sites are at www.kantar.com and www.liveramp.com .