Semcasting, the creators of the patented IP, email, location and device-targeting Smart Zones® technology, announced that Affinity Solutions, a global insights firm, will make their consumer purchasing and brand insights first-party data available within Semcasting’s AudienceDesigner (ADS) Branded Data Center.

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Affinity Solutions is providing actionable shopper insights reflective of consumer intentions, to businesses by category, retail outlet, and preferred online channels for marketing campaigns as branded category and point-of-sale segments. Through debit and credit card transaction data, from over 90 million cardholders, Affinity provides coverage of 46 categories of purchase activity, from over 500 retailers, including big box stores, pet stores, pharmacies and mass retailers. They also have visibility into purchase behavior within areas such as online insurance and mobile retailers and ticketing sites.

“Contributing to Semcasting’s industry leading identity reach provides more opportunities for marketing campaigns to connect with the right retail consumers,” said Ken Greenberg of Affinity Solutions “It’s essential to drive customers to brand and product information websites in strategic ways that demonstrate sharpened understanding of consumers, and our data paired with Semcasting’s tools strengthens that opportunity.”

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The Semcasting ADS platform onboards marketers’ first-party and CRM data with significantly higher match rates, allowing same day or better time-to-market for advertisers on most major demand-side platforms. Starting with an onboarded CRM file or a third-party segment, users can design, enhance, filter or suppress to optimize their audiences using a growing library of mission-critical segments from its Branded Data Center. The ADS platform utilizes a unique and transparent cookie-free matching technology that delivers match rates that average 85% in minutes rather than weeks. As a cookie-free multichannel identity graph, ADS anticipated the deprecation of the 3rd Party cookie and has cultivated an approach – validated for SOC2 compliance that full protects user privacy by not loading or redistributing the source data through any universal identifier. CRM and the advertiser always controls their own data.

“With Affinity’s powerful purchase data available in ADS an advertiser can effectively tune their campaigns to consumer and the point-of-sale, messaging them when they are ready to shop and where they are likely to buy,” says Ray Kingman, founder and CEO of Semcasting. “But the Affinity data is more than that. Coupling offline retail consumers with online shopping channels is a potential game changer. Insight by category, retail seller and the consumers preferred online channels provides valuable insight to what’s needed by retailers in the digital sphere.”

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