Multicultural zero-party data available through all major DSPs

ThinkNow, a full-service, cross-cultural research technology company, has partnered with Semasio, a pioneer of targeting and insight solutions for programmatic advertising, to make World Cup soccer fan insights programmatically available. Advertisers can search for and target this audience through all major demand-side platforms (DSPs) including Google DV360, The Trade Desk, and MediaMath.

“With 44% of U.S. adults planning to watch the 2022 World Cup, the availability of World Cup Audiences presents digital marketers with a powerful solution to connect with soccer fans when they’ll be highly engaged online,” says ThinkNow co-founder and principal Mario Xavier Carrasco. “Our zero-party data approach and Semasio’s programmatic capabilities enable marketers to message multicultural World Cup fans in-culture and at scale.”

By combining a decade of multicultural research expertise with longitudinal data insights, ThinkNow captures the lifestyle, socio-demographic, financial, and content consumption trends for today’s multicultural population, which represent over $4.6 trillion in total spending in the U.S.

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Zero-party data includes consumer data intentionally shared like purchase intentions, personal context and communication preferences. This data is collected through surveys in exchange for monetary incentives. Multicultural respondents self-identify to ensure accuracy instead of relying on ancillary sources like websites visited. “It’s exciting to be able to capture such a multicultural audience around a world stage event like the World Cup,” says Jonathan Saquicili, senior product manager, ThinkNow.

Every quarter, ThinkNow’s tens of thousands of survey respondents are matched to millions of profiles across all audiences by Semasio.

ThinkNow’s World Cup Audience is one of many anticipated releases under the company’s new Audiences solutions committed to improving the accessibility of multicultural data and equipping marketers with the resources to plan, manage and message their target audiences in a culturally evolving and dynamically shifting U.S. consumer market.

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