Adform, one of the world’s leading independent advertising technology platform companies, and Research Now, the global leader in digital market research data, are partnering to help digital advertisers optimize campaign delivery, measurement, and performance. Publishers, agencies, and corporations will be better able to reach the right consumers at the right time on the right device with the inclusion of Research Now’s first-party data on Adform’s agnostic advertising platform.
First-party data from opted-in individuals has been missing from data platforms other than those which are proprietary “closed” platforms. Research Now’s data of over 11 million professionals and consumers from more than 40 countries has been compiled based on partnerships with more than 60 major global brands, whose loyalty and rewards members agree to participate in the company’s research panel database. Deeply attributed, the individual profiles include hard-to-reach individuals in investing, healthcare, and other specialty areas.
Adform’s integrated advertising platform, Advertiser Edge™, designed as part of a comprehensive, full-stack set of solutions, will now be able to integrate Research Now’s first-party data with third-party data for optimized advertising targeting and measurement. Adform clients can access Research Now’s Audience Validation solution to view the actual exposed audience to a digital campaign, across devices, to assess effectiveness in reaching their intended universe. Research Now’s Audience Validation solution also provides interactive dashboard reporting so that performance can be compared across publishers and platforms.
Later this year, Research Now’s data will also be integrated into Adform’s full set of solutions including their Data Management Platform (DMP) and Demand Side Platform (DSP), both named “strong performers” in Forrester Research’s recent DMP and DSP Wave reports.
George Pappachen, Executive Vice President of Corporate Planning and Strategy for Research Now, says, “Our partnership with Adform is a first for the industry, where two independent global companies are making first-party data accessible to programmatic partners. This full-scale programmatic approach to sharing our data builds on our track record of agency integrations and allows us to provide reliable insights about consumer activity and preferences to bridge the consumer knowledge gap.”
Gary S. Laben, Research Now’s CEO, states, “As data-driven marketing raises expectations of both marketers and consumers for more relevant communications and engagement, agencies and advertisers increasingly need more precise consumer information. Research Now data is a source of critical information for more actionable insights and accurate audience activation and measurement. We are committed to working with leading companies such as Adform to power better results and competitive advantage based on our core strength of digital research data.”
“One of our key focus areas is providing our customers with access to rich audience data that is transparent and reliable. Research Now’s audience verification capabilities and cross-device data align well with this goal and our technology. The quality of Research Now’s data combined with its extensive reach will be a wonderful resource for our advertisers and creates exciting global opportunities for both branding and prospecting campaigns,” said Julian Baring, General Manager of North America for Adform.
Immediately available in the US, UK, Germany, Italy, France, Spain and Australia, Adform will roll out Research Now’s Audience Validation solution to all global markets. As a company with extensive European expertise, Adform solutions incorporate “Privacy by Design,” ensuring compliance with existing and future (GDPR) data and privacy rights.