LEESBURG, Va. and REDBANK, N.J., Sept. 6, 2017 /PRNewswire/ — Real-world location intelligence provider Gravy Analytics and omnichannel data powerhouse V12 Data, today announced their partnership in offering exclusive audiences created by merging data sets, which can now be used in programmatic advertising campaigns. This partnership is powered by LiveRamp®, an Acxiom® company and leading provider of omnichannel identity resolution, and their Data Innovators program. These new audiences combine Gravy’s mobile location-driven behavioral data with V12 Data’s demographic data for precision ad targeting. As a result of this partnership, consumers will experience fresher, more relevant digital engagement from brands, and discover offerings that meet their needs more easily.

Participants leverage LiveRamp’s IdentityLinkTM to deterministically combine data assets from their cookie, mobile or offline sources to co-create enriched, people-based segments that can be greater than the sum of their parts. For example, these new audiences bring together Gravy’s most popular behavioral segments with V12 Data’s consumer demographic data. Gravy segments like ‘Electronics Buyers’, ‘Health Nuts’ and ‘Discount Shoppers’ are partitioned by V12 Data’s demographics like age, gender, household income, presence of children and ethnicity. Resulting audiences include ‘Electronics buyers with household income above $150K’, ‘Female health enthusiasts’, and ‘Discount shoppers with children in the household’.

“We are excited to be working with Gravy Analytics and LiveRamp to incorporate our consumer demographic data into a wide range of behavioral audiences,” said Anders Ekman, CEO of V12 Data. “LiveRamp’s turn-key platform lets us easily connect V12 Data’s robust demographic data to Gravy’s consumer insights. Their technology makes it possible for us to build these precision programmatic audiences at scale.”