IRI and LiveRamp Expand Shopper Data Access Deal

Consumer data giant IRI and connectivity and analytics platform LiveRamp have extended their existing partnership, offering access to purchase-based audiences from 45 million households in IRI ProScore within the LiveRamp Safe Haven data collaboration platform.

The additional transaction data covers details of purchase time, product name, brand name, quantity, price and basket total, as well as primary and secondary category information. According to the firms, the offering allows marketers to collaborate and enrich their first-party data and audiences to improve planning, targeting, activation and measurement. To date, Kraft Heinz and Danone are using LiveRamp's Safe Haven to access IRI's segment and transaction-level data.

LiveRamp CEO Scott Howe (pictured above) says that whether marketers seek to build audiences, personalize messaging to consumers, measure the impact of ad spend or create a complete view of their customers, LiveRamp and IRI can enable them to maximize the value of both their data and their partnerships.

Jennifer Pelino (pictured below), EVP and Head of Global Media Solutions at IRI, adds: 'IRI has the deepest and broadest CPG data assets in the world, and we are thrilled to expand our partnership with LiveRamp. By enhancing clients' deidentified first-party data with IRI's world-class, transaction-level data and purchase-based ProScores segments, we provide advertisers and their agencies the ability to augment their data assets and create one of the most accurate audiences for activation to help yield greater return on campaign investments'.

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