Kantar and LiveRamp join forces to provide enhanced, privacy-conscious consumer segments for online activation

01 July 2020

London, 1 July 2020 - Kantar, the world’s leading data, insights and consulting company, and leading data connectivity platform LiveRamp have partnered in the UK to provide hundreds of new audience segments for online campaign activation, built on the unique in-depth online and offline consumer behaviour from Kantar’s syndicated datasets, including TGI (in-depth consumer behaviour), Worldpanel (purchase) and ComTech (consumer technology).

With figures from Kantar’s recent DIMENSION study revealing that 73% of UK connected consumers say they see the same ad over and over again which is too repetitive, and 60% saying they find it intrusive to receive advertising as a result of past online activity, it has never been more important for marketers to target segments built on high quality, 100% permission-based (opt-in), fully representative consumer data that does not leave consumers feeling their privacy has been infringed.

Through the Kantar segments available via LiveRamp, marketers can reach hundreds of valuable audiences across multiple key sectors, with confidence that the data is built on actual real life people behaviour as directly claimed by the individual. Sectors include: automotive, consumer goods, financial, health & wellness, media consumption and telecommunications.

Kantar’s respondents are pseudonymised to LiveRamp’s privacy-first, people-based identifier, IdentityLink®. Brands can then use this permissioned data to build audiences which can be activated across all major online buying platforms.

“Consumer cynicism towards online advertising, based on privacy worries and over use of re-targeting, continues to beset the industry and is a huge risk to campaign engagement,” comments Mark Inskip, CEO UK & Ireland of Kantar’s Media Division. “The Kantar Audiences we have built and made available through LiveRamp’s platform, with unique segments based on opt-in, trusted, privacy-safe consumer data, are a crucial marketing tool in an industry that needs to re-build consumer trust”.

Steve Martin, Managing Director of International Data at LiveRamp adds, "We are excited to be enabling brands and agencies to activate Kantar's high-quality audience segments across the open internet. We believe that this privacy-first approach will provide our mutual clients with the confidence they need to run highly successful campaigns, while simultaneously honouring consumer trust and control."