AI-driven direct audience insights and measurement platform Quantcast has announced a new partnership with applied analytics and AI firm Quantium, which will see the companies bridge the gap between online and offline data.
This partnership is a first for Quantcast in Australia as the company invests in developing partnerships to help brands grow in an AI-era.
By combining the power of Quantium’s purchase data and analytics with the power of Quantcast’s AI-driven audience platform, brands will now be able to bridge the gap between online and offline.
Quantium’s QSegments, built from broad-scale transaction data sourced from de-identified customer shopping records, paired with Quantcast’s real-time audience insights platform and AI, provides new opportunities for offline advertisers.
The capability will give advertisers and agencies the ability to see what types of purchasing behaviours their target audiences have both online and offline, and use this data to inform their audience planning to drive a more impactful marketing strategy.
Andrew Double, managing director for Australia and New Zealand and Quantcast, said: “The partnership with Quantium delivers on advertiser demands for access to the best transaction data and enables them to reach their existing and potential audiences at scale.
“This partnership will enable advertisers to marry powerful Quantium in-store purchase data with the Quantcast real-time audience insights platform enabling brands to see the patterns in online consumer behaviour.”
Quantium CEO Adam Driussi said: “This agreement builds on our growing list of media activation partners, allowing marketers to access the power of Quantium’s ‘buyergraphic’ QSegments to increase digital advertising performance in a real-time programmatic environment.
“We chose to partner with Quantcast in this space because of their ability to deliver very large audiences using their real-time audience insights across the web.”
Quantcast and Quantium launched the beta tests in October, with the country-wide launch scheduled for February 2018.
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