LONDON – VivaKi’s dedicated R&D entity, the Nerve Center, today announced a strategic data partnership in the UK with VisualDNA, to provide advanced data solutions for its market leading Audience On Demand™ (AOD) trading desk.
The AOD product is leveraged by VivaKi agencies, which include Digitas, Razorfish, Starcom MediaVest Group and ZenithOptimedia and to date has served a total of 59+ billion impressions, across 8,000+ campaigns and 220+ advertisers, across the US and EMEA. This partnership is a significant step as VivaKi further grows its data footprint with local partners providing a data compliant partner that has a unique method of data collection, audience segmentation with global scale.
VisualDNA profiles audiences by combining patented image-based quizzes & behavioural tracking inference technology. What makes the data unique is the way in which users are grouped according to both online and offline behaviour as well as intent. In addition to the 130+ standard audience groups covering interests, tastes, preferences and intents, bespoke segments are created, catering for a specific advertiser brand or product. Users are placed into as many groups as reflect their lifestyle, interests and stated purchase intent. VisualDNA data delivers both online and offline insights and enables brands to reach highly relevant audiences.
Paul Silver, Head of Product AOD, VivaKi says:
“We are excited to be onboarding VisualDNA into the AOD platform and look forward to delivering relevant, scalable, in market audiences for our clients whether it be through standard audience segmentation or more bespoke, client centric custom projects. This partnership is reflective of our wider VivaKi Nerve Centre strategy where we focus on making our client data richer with unique data partner integrations such as this. The Nerve Center itself does not collect or store consumer or publisher data; rather we use industry-leading and thoroughly vetted partners to ensure that profile data is accurate, up-to-date, OBA (online behavioural advertising) compliant, and not violating the spirit of our collective publisher relationships”
Chris Le May, Director of Business Development, VisualDNA says: “This data partnership is a significant step in an ongoing strategy to make VisualDNA audience targeting data available to our expanding list of agency clients. We’re very pleased to be working closely with the VivaKi agencies, and look forward to helping them maximize the value that rich, accurate and scalable audience data can bring to their clients’ campaigns.
