Catalina and LiveRamp Partner for New Segments

Florida-based shopper intelligence and personalized digital firm Catalina Marketing has partnered with LiveRamp to develop new audience segments and measurement offerings for US CPG marketers, for launch this quarter.

Catalina will add more than 700 syndicated and 'countless' customized purchase-based audience segments and sales lift measurement services, available through the LiveRamp Data Store.

The new programmatic offerings promise users the ability to deliver precise, deterministic 'Shopper Personality' audience segments based on a wide range of purchase behaviors, product ingredients and lifestyle motivations; to optimise campaigns in-flight; and to map around 170m loyalty-based shoppers to 390m digital devices and 85m households using Catalina's proprietary ID Graph.

CEO Jerry Sokol (pictured) comments: 'Catalina is already the leading source of 1:1 shopper data down to the UPC level, tracking two billion daily transactions across our U.S. retailer network. We're excited to fortify our audience targeting and measurement capabilities by partnering with LiveRamp to launch such a broad spectrum of syndicated purchase-based audience segments, spanning all major CPG brand and category buying segments, to brands, retailers and self-service programmatic buyers. Additionally, we'll offer an unlimited number of custom segments that can be tailored to a brand's unique customer insights and targeting requirements'.

Grant Ries, CEO of LiveRamp B2B and Executive MD of Data adds: 'This combination of actual 1:1 purchase-based audience targeting, device identity resolution, and ad delivery with real-time attribution and measurement of in-store sales solves a major challenge for CPG advertisers who previously could not connect their digital shopper data and media spend with in-store sales results. Further, customers can now create audiences in LiveRamp's Safe Haven environment. It becomes a virtual CRM system for CPG advertisers and enables them to create their own scalable data supply chains'.

Catalina emerged from Chapter 11 status earlier this year after financial restructuring and a change of ownership, and last month partnered with data provider Samba TV to integrate shopper behavioral data and video viewing insights at 'massive scale'. The firm has operations in the USA, Europe, Japan and Latin America and is online at www.catalina.com .

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