Predactiv and Circana Launch Groundbreaking In-Market Audience Segments for Enhanced Programmatic Targeting

New Partnership Combines Purchase Data with Digital Interest and Intent Data to Set a New Standard in Programmatic Targeting

PALO ALTO, Calif., Feb. 26, 2025 /PRNewswire/ -- Predactiv, an innovative, AI-powered data and technology company, and Circana, LLC, a leading advisor on the complexity of consumer behavior, are proud to announce their strategic partnership and the launch of new In-Market Audiences. The audiences benefit from two unique and differentiated datasets to power the next generation of data-driven, in-market audience segments for a whole new level of campaign performance.

By uniting Predactiv's comprehensive online behavior data with Circana's robust, purchase-based insights, this collaboration delivers a powerful tool for marketers seeking to optimize targeting strategies. The new in-market audience segments provide advertisers with a dynamic, dual-layered view of consumer intent—enabling them to reach potential customers at the optimal moments in their purchasing journeys.

Key Benefits of Circana's New In-Market Audiences from Deterministic Data Sets

Enhanced Precision
The integration of precise purchase data with digital behavioral signals ensures a more accurate identification of active buyers, helping brands to target audiences that are ready to convert.

Improved Campaign Performance
By leveraging deterministic data that defines optimal moments in the purchasing journey, advertisers can fine-tune their programmatic campaigns, driving higher engagement and improved return on investment.

Streamlined Audience Targeting
The new verified data simplifies the process of reaching key audiences across digital platforms, enabling marketers to leverage the combined power of unique data sources in a single audience offering.

The collaboration between Predactiv and Circana marks a significant milestone in data-driven programmatic targeting, demonstrating how complementary data sources can work together to unlock actionable insights and drive performance marketing.

The Predactiv Data Platform fuels the audience segments with a highly valuable predictive data set that leverages recent and frequent online activity to predict future online and offline activities, including making a purchase. In fact, Predactiv data was recently validated using credit card transaction data, which showed that Predactiv audiences reached consumers who spent between 5x and 9x more than a control group across various product categories.

Anthony Psacharopoulos, SVP of Enterprise Data Sales at Predactiv, added, "Our collaboration with Circana enables us to offer a richer, more precise view of consumer intent. This innovative approach to audience targeting not only improves the ability to target in-market consumers but also sets a new standard for programmatic advertising by enabling advertisers to harness the combined power of unique datasets."

Complementing this predictive online data set is Circana's powerful panel-based data, based on over 190K households that is scaled to reach up to 96% of the US. From this dataset, Circana identifies millions of qualified households that are in-market and most likely to purchase. Circana enables marketers to identify these "in-market invisibles," high-value customers that are ready to buy but otherwise hard to identify.

"By combining Circana's purchase-based data with Predactiv's online behavioral insights, we are creating a new benchmark in audience targeting," said Jen Gold, SVP, Agency and Distribution Partnerships at Circana. "This partnership offers a crucial solution for long-purchase cycle products by identifying high-value buyers who are in-market and ready to buy."

The launch of these new in-market audience segments signals a new era for advertisers, where data synergy and innovative partnerships drive the evolution of digital marketing strategies. By harnessing the combined power of purchase and behavior-based data, Predactiv and Circana are empowering brands to connect with consumers more effectively and efficiently than ever before. In fact, the combination of purchase data with interest and intent data will revolutionize audience targeting.

About Predactiv

Predactiv is a data and technology company specializing in transforming data assets through a proprietary AI-driven platform. The Predactiv Data Platform features real-time consumer insights, analytics, audience creation, and activation. The core of The Predactiv Data Platform is its proprietary real-time global digital behavioral dataset. Predactiv collects and analyzes vast amounts of online data to help businesses understand consumer intent and optimize marketing strategies.

The Predactiv Data Platform emerged from the success of ShareThis, a leading data and programmatic advertising provider, recognized for pioneering the use of AI in audience and insight creation. ShareThis is now a Predactiv Company.

Predactiv, and ShareThis, a Predactiv Company, are based in Palo Alto, CA. To learn more, visit www.predactiv.com.

About Circana

Circana, LLC is a leading advisor on the complexity of consumer behavior. Through superior technology, advanced analytics, cross-industry data, and deep expertise, we provide clarity that helps almost 7,000 of the world's leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store, and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand, and outpace the competition.
Circana helps advertisers, retailers, and their agencies better plan, target, measure, and optimize their media investments across channels and industries. Our media expertise and solutions are built on one of the industry's largest, global, purchase-based data sets providing the most accurate and granular audiences, optimization, and measurement insights to deliver superior business results.

Predactiv Media Contact:
Audrey Levitan
Senior Vice President, Marketing and Business Development
[email protected]

Circana Media Contact:
Shelley Hughes
VP of Public Relations
[email protected]

SOURCE Predactiv