#USA #Palo Alto #Predactiv #Affinity Solutions #Audience Targeting

Predactiv and Affinity Solutions: Leading the Charge in Audience Targeting and Data Monetization

In a groundbreaking move set to redefine the marketing landscape, Predactiv and Affinity Solutions have announced a transformative partnership aimed at elevating audience targeting and data monetization to unprecedented heights. This collaboration combines the robust capabilities of Predactiv’s AI-driven platform with Affinity Solutions’ extensive consumer purchase insights, creating an innovative approach to help marketers connect with their audience like never before.

The Power of Data Integration

The partnership makes use of a remarkable deterministic consumer purchase dataset, integrating information from over 150 million credit and debit cards. This wealth of data allows businesses to develop highly specific audience segments that reflect actual purchasing behaviors. By leveraging real-time, granular insights from Affinity Solutions and the advanced data management technology from Predactiv, marketers can now achieve incredibly targeted advertising that maximizes their investment and enhances market performance.

Michael Gorman, the Chief Product Officer at Predactiv, expressed enthusiasm about the alliance, stating, "Our collaboration signifies a progressive shift in how audience targeting and data monetization are approached. We are addressing the operational challenges faced by marketers and data providers, setting new standards for data activation through enhanced precision."

This partnership has already demonstrated tangible benefits, as evidenced by a pilot program that facilitated faster and more efficient delivery of branded Consumer Purchase Audiences. Advertiser adoption within this initiative surged by 111% from Q3 to Q4 of 2024, highlighting the compelling nature of the solution offered by Predactiv and Affinity Solutions. This growth underlines the exponential impact that refined consumer insights and AI integration can have on data-driven marketing strategies.

Simplifying Complex Data Processes

Ken Barbieri, Senior Vice President of Business Development at Affinity Solutions, addressed the challenge of managing vast amounts of data prevalent in today's marketing ecosystem. He noted, "The ability to extract actionable insights from extensive data pools has historically posed a significant hurdle for the industry. With our partnership, we aim to harness the power of real-time consumer purchase data, coupled with Predactiv’s expertise in modeling, to empower marketers with refined targeting capabilities."

The integration of these technologies not only simplifies complex processes but also enhances modeling efficiency and encourages cost-effective data monetization. This is an invaluable resource for marketers looking to engage with their consumer base in a more impactful way.

Looking Forward

By pushing the boundaries of marketing technology and data applications, this partnership aspires to meet the evolving demands of the market. It envisions providing measurable value that advertisers, agencies, and data providers can rely on to elevate their marketing endeavors. As the industry moves towards increasingly data-driven operations, the innovative products developed through this collaboration are expected to yield significant benefits, enhancing both audience engagement and financial outcomes for businesses.

About Predactiv

Predactiv is known for its impressive capabilities in turning data assets into actionable insights through its proprietary AI-enabled platform. By offering real-time consumer analytics and audience creation tools, it helps businesses identify consumer intent and optimize their marketing strategies effectively.

Predactiv originated from the success of ShareThis and operates from Palo Alto, California. For more details, visit www.predactiv.com.

About Affinity Solutions

Affinity Solutions specializes in consumer purchase insights, providing a comprehensive perspective on spending patterns in the U.S. and U.K. Their exclusive access to extensive consumer data enables businesses to derive actionable insights that facilitate strategic growth. To learn more, visit www.affinitysolutions.com.