Reaching 115 Million Households in CPG Media Campaigns With Data From 95% of US CPG Spend From All Outlets.
Lotame, the universal cross-device data management platform dedicated to humanizing the consumer decision journey, announced its partnership with Kantar Shopcom, a data platform that uses proprietary analytics to provide actionable insights to retailers.
Shopcom partnered with IRI, to combine data assets to create a new set of audiences known as Shopcom™ IRI™ CPG Audiences Powered By IRI ProScores™. These audiences, which are available in a variety of DSPs, give advertisers and publishers the ability to target consumers from key players in the consumer packaged goods (CPG) space.
“Digital ad spend in the CPG industry is growing at exponential rates. In 2015, the CPG category was the second-largest sector for programmatic buying, with eMarketer estimating that 63% of digital display ads among advertisers in that industry being purchased programmatically,” said Jason Downie, general manager, Data Solutions at Lotame (pictured top left). “There are many industry data buyers that are excited to get this data and enrich their campaigns, and Lotame is thrilled to be the partner making it available for marketers and agencies.”
Shopcom IRI CPG Audiences Powered By IRI ProScores enable brands and advertisers to target highly predictive audiences based on actual purchase behavior.
These new segments incorporate three powerful data sets: (1) Kantar Shopcom’s database of shoppers from Frequent Shopper Programs, (2) all-outlet purchase data from the IRI Consumer Network panel, and (3) IRI POS data. This unique combination creates a comprehensive and actionable view of the shopper that covers 95% of U.S. CPG spend.
“We are excited to partner with Lotame, a leading data exchange that is empowering marketers to deliver more relevant content, products and services to increase commerce and brand loyalty,” said Mark Drapala, Vice President, Partner Solutions and Sales, Kantar Shopcom. “This is a unique partnership that brings together the largest sets of accurate CPG data to reach the right viewer anytime.”
These influential audiences now become more valuable when activated through Lotame’s vast data exchange, giving marketers and agencies unparalleled access to the combined strengths of two CPG purchase data leaders, and will be available for purchase in DSPs and activation channels, including Appnexus, Audience Science, Google’s DoubleClick Bid Manager, and Mediamath.
“Marketing’s future is increasingly being determined by those who can combine data assets to reach well-defined audiences with targeted, contextual communication,” says Bryan Gildenberg, Chief Knowledge Officer, Kantar Retail. “Our new partnership with Lotame will enable our mutual clients to win a disproportionate share of this future.”
About Kantar Shopcom
Kantar Shopcom, a division of Kantar Retail, is a data integration, analytics and insights firm connecting what consumers see, feel and do to help retailers and marketers grow their brands through more impactful media investment and execution. Kantar Shopcom leverages CPG, Retail Product Segments and Retailer Class of Trade purchase behavior data for 300 million U.S. consumers to create syndicated and custom audiences for targeted advertising to directly measure the impact on purchase behavior of brand communication, media and advertising investment across all devices and media platforms. Kantar Shopcom is part of Kantar, the data investment management arm of WPP and one of the world’s largest insight, information and consultancy groups.
Lotame is the universal cross-device data management platform. Through the Lotame platform, brands, agencies, and publishers can learn more about their most valuable audiences, find prospects that look and act exactly like them, and then execute on targeted ad campaigns and content strategies. The company is based in New York City with offices in Maryland, San Francisco, London, Singapore, and Sydney, Australia.