Vistar Media Partners with LiveRamp and Acxiom
Vistar Media, a geospatial technology company, today announced partnerships with LiveRamp and Acxiom to activate first- and third-party data sets for out-of-home media planning, buying, and attribution.
Marketers can use the joint solution to optimize out-of-home media buys and measure sales lift from their campaigns by onboarding their offline CRM and sales transaction data. The integration includes routing data to Acxiom for geocoding and removing personally identifiable information before records are delivered to Vistar in the form of location segments that can be used within Vistar Media's programmatic out-of-home media platform.
"Marketers want every channel in their mix to be fully addressable and measurable," said Travis May, general manager and president at LiveRamp, in a statement. "Through this industry-first solution for out-of-home media optimization, marketers can now extend their data onboarding strategies in a whole new direction."
Vistar Media's advertising platform enables companies to reach consumers based on their behavior in the physical world. Location data for the devices in the geocodes onboarded via the LiveRamp and Acxiom integration is analyzed and modeled to determine which out-of-home media locations will perform best. Post-campaign sales transaction data can be onboarded to measure sales lift from the media exposure.
"Vistar provides a data-agnostic system for defining audiences based on location and analyzing movement patterns over time," said Michael Provenzano, CEO and co-founder of Vistar Media, in a statement. "By combining our technology with LiveRamp's trusted onboarding services and Acxiom's geocode data, we are making significant progress toward addressing marketplace demand for a unified strategy and a holistic understanding of media effectiveness across channels."
"As marketers move to omnichannel marketing strategies, the number of digital use cases for data continues to grow," said Rick Erwin, president of Acxiom's Audience Solutions division, in a statement. "Our joint solution helps marketers simplify omnichannel execution by making it safe and easy to activate first- and third-party data in more places."
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