Kantar and LiveRamp have expanded their partnership to grant LiveRamp clients access to Kantar’s continuous consumer behaviour data.

Through this collaboration, LiveRamp clients can now leverage detailed shopper behavior insights from Kantar’s Worldpanel division.

Marketers will gain the ability to access shopper segments, enhancing CRM database insights, defining custom audiences, and building tailored audience groups.

This extension complements LiveRamp’s existing LIFT and Profiles audience segments, which were previously available exclusively to US clients.

The offering provides marketers with precise, pre-built audience segments of consumers exhibiting strong purchase intent across diverse sectors.

These segments also include detailed profile attributes across numerous categories, enabling more focused and impactful marketing strategies.

“Brands grow by being meaningfully different to more people,” stated Natalie Babbage, global media director for Kantar’s Worldpanel division.

“Our enhanced partnership with LiveRamp creates new opportunities to optimise media investments and more effectively target the right consumers with compelling messages and offers.”

Sylvain Dupuis, head of data and analytics at LiveRamp, added, “This partnership enables more precise targeting for advertising campaigns that brands can execute with their consumers.

“Our LiveRamp technology allows brands to securely access Kantar segments for in-depth consumer behaviour insights, ensuring compliance with data protection regulations.”