New York, N.Y., November 22, 2016 — Vistar Media, a geospatial technology company bridging the space between advertising ecosystems and consumer movement patterns, today announced partnerships withLiveRampTM 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 PII 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, GM and president at LiveRamp. “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 brands 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. “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 omni channel marketing strategies, the number of digital use cases for data continues to grow,” said Rick Erwin, president of Acxiom’s Audience Solutions division. “Our joint solution helps marketers simplify omnichannel execution by making it safe and easy to activate first and third-party data in more places.”
About Vistar Media
Vistar Media is a geospatial technology company bridging the space between advertising ecosystems and consumer movement patterns. Founded in 2012, Vistar created the first and only universal marketplace for out-of-home media, building a programmatic platform that has been widely adopted by buyers and sellers. Vistar provides marketers with unprecedented access to consumers at the right place and right time, through a data agnostic system for analyzing consumer movement patterns and activating cross-screen mobile and out-of-home media. For more information, visit www.vistarmedia.com.
LiveRamp connects more than 350 digital marketing platforms and data providers. We help marketers eliminate data silos and unlock greater value from the tools they use every day. By onboarding and unifying customer data across disparate systems, we provide the connectivity brands need to reach their customers across channels and measure the impact of marketing on sales. LiveRamp is an Acxiom company, delivering privacy safe solutions to market and honoring the best-practices of leading associations including the Digital Advertising Alliance’s (DAA) ICON and App Choices programs. For more information, visit LiveRamp.com.
Acxiom is an enterprise data, analytics and software-as-a-service company that uniquely fuses trust, experience and scale to fuel data-driven results. For over 45 years, Acxiom has been an innovator in harnessing the most important sources and uses of data to strengthen connections between people, businesses and their partners. Utilizing a channel and media neutral approach, we leverage cutting-edge, data-oriented products and services to maximize customer value. Every week, Acxiom powers more than a trillion transactions that enable better living for people and better results for our 7,000+ global clients. For more information about Acxiom, visit Acxiom.com. Acxiom is a registered trademark of Acxiom Corporation.
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VSC on behalf of Vistar Media