Becausal Partners with Above Data

Becausal, a provider of causal purchase intelligence, has partnered with Above Data, providers of the infrastructure layer connecting data providers with artificial intelligence-assisted marketing and buying environments, to help make its audience products discoverable and usable in buying workflows.

Through the partnership, Above Data structures Becausal's existing taxonomy, segment definitions, and business rules into a format that AI-assisted marketing systems can understand, while Becausal maintains full control of pricing, permissions, and buyers. Through Above Data's growing ecosystem of agency, platform, and technology connections, Becausal's audience products become easier to discover and activate.

"We created Becausal to find causal signal in purchase data, and we deeply understand how easily data loses value when it isn't properly structured for buyer discovery," said Chuck Ennis, chief commercial officer of Becausal, in a statement. "Preparing our audience portfolio for AI-assisted discovery isn't just a bet on the future of the market; it's recognizing that our agency and brand partners will be moving in this direction and supporting them through this journey. By partnering with Above Data, our data shows up ready, on our terms, wherever that discovery happens."

"Becausal doesn't just have high quality data, they have a willingness to prepare for where the industry is going," said Luke McGuinness, president of Above Data, in a statement. "We believe the future of marketing will be built on connected ecosystems where data providers, agencies, platforms and AI-assisted buying environments work together. Above Data is building the infrastructure that makes those connections possible."