Partners Use Off-line Data for Online Targeting

Video audience analytics firm Visible Measures has partnered with customer data 'onboarding' specialist LiveRamp, to enable brands to utilize their off-line data for targeted digital media campaigns.

Acxiom-owned LiveRamp offers a platform to help marketers bring off-line first and third-party data from disparate sources into a central repository, with uses including ad targeting and assessment of campaign performance. Through the Visible Measures integration, clients can now onboard their off-line first-party data, overlay intelligence from Visible Measures' video dataset, and create audience segments for targeting purposes. Founder and CEO Brian Shin says the integration will allow Visible Measures' client base to use customer segments they have built, and target video ads towards the most relevant audiences.

Travis May, President and GM of LiveRamp, adds: 'Brands gain a competitive edge when they connect their data with other unique, high-value data sets in the marketplace. Through our partnership with Visible Measures, marketers gain the ability to run digital media campaigns that are more efficient and relevant for each consumer'.

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