Gravy Analytics Partners with LiveRamp to Extend Reach of Gravy Audiences
Event-driven audiences let marketers target mobile consumers based on real-world activities
LEESBURG, Va., June 6, 2017 /PRNewswire/ -- Gravy Analytics, a leading provider of real-world consumer intelligence based on verified attendances, and LiveRamp™, an Acxiom® company (NASDAQ: ACXM) and leading provider of omnichannel identity resolution, today announced the availability of Gravy Audiences through the LiveRamp IdentityLink™ Data Store. This partnership lets marketers access Gravy's exclusive audiences through LiveRamp's extensive network of programmatic advertising partners and serves as a data foundation that enables marketers to deliver more timely and relevant messaging to consumers.
Gravy Analytics offers mobile, location-based consumer audiences based on permissibly verified attendances at local events and venues. Using a comprehensive U.S. events database, Gravy curates more than 200 premium audiences in the lifestyle, enthusiast and intender categories. Unlike modeled audiences, Gravy Audiences are built using deterministic data that confirms attendance at a relevant event or venue. For example, only devices observed at a recent open house or mortgage lender will be included in an in-market home buyers segment. As a result, Gravy Audiences are among the most efficient and high-performing mobile audiences available today.
"Gravy is an exciting addition to our partner ecosystem, and we are pleased to make their precision audience data available to more data buyers," said LiveRamp's head of data partnerships, Luke McGuinness. "Gravy offers audiences in the market that are based on what consumers actually do. Together, we're enabling marketers to reach highly engaged mobile consumers with relevant advertising at scale."
Gravy Audiences are powered by Gravy's highly scaled network of mobile devices, and processed against Gravy's AdmitOne™ attendance verification platform. AdmitOne analyzes over 8 billion location signals daily to verify consumer attendances at events, activities, and places, and create powerful audiences based on mobile consumers' real-world behavior.
"We're thrilled to share Gravy's premium, interest-based mobile audience data with LiveRamp's extensive partner network," said Anurag Mehta, senior vice president and general manager, Gravy Analytics. "Our partnership with LiveRamp enables virtually any advertiser to access our audiences through their DSP or DMP of choice in a privacy-compliant manner, and sets the stage for new and truly innovative marketing campaigns."
Digital marketers can also extend Gravy's mobile audiences to cross-platform advertising campaigns. Using LiveRamp's identity resolution, marketers can now engage consumers based on their interests and affinities across channels and device types. This next-generation of data-driven marketing lets agencies and brands seamlessly connect their online and offline marketing campaigns, informed by where mobile consumers go and what they do each day.
About Gravy Analytics
Gravy Analytics delivers real-world consumer intelligence to advertisers and brands. Where we go is who we are. Gravy's patented technology, AdmitOneTM, verifies consumer attendances at millions of places and events, providing unprecedented insight into consumer activities and interests. Advertisers rely on Gravy Audiences to power precision-targeted mobile advertising campaigns. Brands trust Gravy Insights to provide unmatched customer and competitive intelligence. Gravy Analytics processes billions of location signals each day from its nationwide base of opted-in mobile devices for unparalleled reach and scale. For more information, visit www.gravyanalytics.com.
About LiveRamp
LiveRamp offers brands and the companies they work with identity resolution that is integrated throughout the digital ecosystem, and provides the foundation for omnichannel marketing. IdentityLink transforms the technology platforms used by our clients into people-based marketing channels that improve the relevancy of marketing, and ultimately allow consumers to better connect with the brands and products they love. LiveRamp is an Acxiom company (Nasdaq: ACXM), 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 www.LiveRamp.com.
SOURCE Gravy Analytics; LiveRamp
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