Adform and Research Now in Ad Targeting Deal

Ad technology platform Adform has partnered with digital data collection specialist Research Now, to offer targeting of consumers at the 'right time on the right device'.

Research Now's data comes from partnerships with more than 60 global brands, whose loyalty and rewards members agree to participate in its research panel database. Profiles include hard-to-reach individuals from investing, healthcare, and other speciality areas. Through the deal, the firm's first-party data from eleven million professionals and consumers based in more than 40 countries will be added to Adform's 'Advertiser Edge' platform.

Advertiser Edge will then integrate this with third-party data, for ad targeting and measurement. Adform's clients will also be able to access Research Now's Audience Validation solution, to view the actual audience exposed to a digital campaign across devices, and to compare performance across publishers and platforms.

Immediately available in the US, UK, Germany, Italy, France, Spain and Australia, Adform will eventually roll out the Audience Validation solution to all global markets.

George Pappachen (pictured), Research Now's EVP of Corporate Planning and Strategy, comments: 'Our partnership with Adform is a first for the industry, where two independent global companies are making first-party data accessible to programmatic partners. This full scale programmatic approach to sharing our data builds on our track record of agency integrations and allows us to provide reliable insights about consumer activity and preferences to bridge the consumer knowledge gap'.

Web sites: www.adform.com and www.researchnow.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.