PeerLogix and Gravy Analytics Partner to Create Next-Level Audience Discovery Segments, Combining Location and OTT Viewership Data
PeerLogix, Inc, the go-to audience discovery platform for the evolving OTT/streaming TV ecosystem, announced their data-focused partnership with Gravy Analytics, a real-world location intelligence company, designed to allow marketers to target consumers across channels based on a union of the companies’ extensive data sets. This partnership is powered by LiveRamp, a leading provider of omnichannel identity resolution, and their Data Innovators program.
Using these new audience segments, advertisers can reach consumers based on the television programming, movies or music they stream online and the places they visit in the real world. These identified consumers can then be targeted with campaigns designed to speak to their specific behaviors and preferences, across the programmatic digital media landscape.
An auto manufacturer, for example, might use a segment like ‘Automobile Buyers That Stream OTT’ to reach cord-cutters who have recently been observed at auto dealerships – a strong indicator that they are in-market for a new car – with ads promoting their new 2019 vehicle lineup. Taking the strategy a step further, that same auto dealership might use the more targeted segment, ‘Automobile Buyers That Stream Family Television on OTT’ to specifically promote a family-size SUV.
“The ability to target consumers in increasingly unique ways is a hallmark of a rapidly evolving data ecosystem,” explains Gravy Analytics Founder and CEO, Jeff White. “We know that where people go and what they do are huge indicators of their likely consumer preferences. Working with PeerLogix to overlay their OTT viewership data, we can now offer advertisers an even more precise description and segmentation of their targeted consumers.”
PeerLogix CEO, Ray Colwell adds, “OTT viewership is growing at an exponential rate. With television consumption habits moving from linear to digital, PeerLogix is in a unique position to offer cataloged viewership data as a targetable behavior, allowing advertisers to leverage this data in their digital media campaigns. We are thrilled to offer this data in partnership with Gravy Analytics’ unique ability to target based on real-world location data – creating even deeper levels of audience identification and value for advertisers of all kinds.”
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