Lotame, a cross-device data management platform provider, is partnering with&Kantar Shopcom, a data platform that uses proprietary analytics to provide actionable insights to retailers. The move will enable advertisers to reach 115 million households with data from 95 percent of all U.S. spending on consumer packaged goods across outlets.
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 enable advertisers 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 percent of digital display ads among advertisers in that industry being purchased programmatically," said Jason Downie, general manager of data solutions at Lotame, in a statement. "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 advertisers to target highly predictive audiences based on actual purchase behavior. These new segments incorporate Kantar Shopcom's database of shoppers from frequent shopper programs, all-outlet purchase data from the IRI Consumer Network panel, and IRI POS data.
"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 of partner solutions and sales at Kantar Shopcom, in a statement. "This is a unique partnership that brings together the largest sets of accurate CPG data to reach the right viewer anytime."
"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 at Kantar Retail, in a statement. "Our new partnership with Lotame will enable our mutual clients to win a disproportionate share of this future."