Gravy Analytics and V12 Release New ‘Data Innovators’ Audiences with LiveRamp

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Larisa Bedgood
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Gravy Analytics and V12 Release New ‘Data Innovators’ Audiences with LiveRamp

New programmatic audiences combine behavioral and demographic data for powerful ad targeting

LEESBURG, VA & RED BANK, NJ – September 6, 2017 – — Real-world location intelligence provider Gravy Analytics and omnichannel data powerhouse V12, today announced their partnership in offering exclusive audiences created by merging data sets, which can now be used in programmatic advertising campaigns. This partnership is powered LiveRamp®, an Acxiom® company and leading provider of omnichannel identity resolution, and their Data Innovators program. These new audiences combine Gravy’s mobile location-driven behavioral data with V12’s demographic data for precision ad targeting. As a result of this partnership, consumers will experience fresher, more relevant digital engagement from brands, and discover offerings that meet their needs more easily.

Participants leverage LiveRamp’s IdentityLinkTM to deterministically combine data assets from their cookie, mobile or offline sources to co-create enriched, people-based segments that can be greater than the sum of their parts. For example, these new audiences bring together Gravy’s most popular behavioral segments with V12’s consumer demographic data. Gravy segments like ‘Electronics Buyers,’ ‘Health Nuts’ and ‘Discount Shoppers’ are partitioned by V12’s demographics like age, gender, household income, presence of children and ethnicity. Resulting audiences include ‘Electronics buyers with household income above $150K’, ‘Female health enthusiasts’, and ‘Discount shoppers with children in the household’.

“We are excited to be working with Gravy Analytics and LiveRamp to incorporate our consumer demographic data into a wide range of behavioral audiences,” said Anders Ekman, CEO of V12. “LiveRamp’s turn-key platform lets us easily connect V12’s robust demographic data to Gravy’s consumer insights. Their technology makes it possible for us to build these precision programmatic audiences at scale.”

More than 400 combined Gravy & V12 segments are now available through LiveRamp’s IdentityLink Data Store feature for audience targeting. These powerful, multi-dimensional audiences are designed to meet the complex needs of today’s advertisers.” For example, a manufacturer of women’s exercise clothing can now market directly to known female athletes. Or, an “Active Adult” housing community can market directly to in-market home buyers of retirement age. New audiences are regularly added to the LiveRamp marketplace to meet new market opportunities and in response to customer requests. This partnership will enhance the relevancy and accuracy of the consumer’s digital experience.

“Marketers have successfully targeted consumers by demographic for years,” said Anurag Mehta, SVP & GM, Gravy Analytics. “Gravy is thrilled to partner with V12 and LiveRamp to extend the reach of our consumer behavioral data. Our behavioral insights derived from consumer behavior observed in the physical world, coupled with V12’s market-leading demographic data, make it even easier for marketers to reach their ideal consumer with their advertising message.”

Gravy Analytics and V12 are among the first participants in LiveRamp’s Data Innovators program. The program is designed to provide unique, exclusive, deterministic data sets for marketers, and a new revenue stream for data owners. Marketers using LiveRamp’s IdentityLink solution can access the Gravy & V12 audiences via IdentityLink’s Data Store feature, and activate the segment by distributing directly to their media platform of choice. LiveRamp’s platform and IdentityLink offer data providers and marketers a privacy-compliant means to resolve disparate data from multiple data sources.

“Our Data Innovators Program is designed to empower data leaders across the industry to join forces, leveraging LiveRamp’s identity resolution, to create powerful, fresh, people-based solutions for marketers,” said Luke McGuinness, GM Data Store, LiveRamp. “By supporting a robust data ecosystem and enabling our partners to combine their respective strengths, we’re giving marketers access to new and more effective ways to connect with consumers.”

About V12
As an omnichannel data powerhouse, V12 combines rich data assets with robust technology to provide brands with a seamless and connected customer view. Our solutions bridge the right data across channels to power right time omnichannel engagement when, where, and how a brand’s customers and prospects prefer. For more information, visit

About Gravy Analytics
Gravy Analytics delivers real-world location intelligence to advertisers and brands. Where we go is who we are. Gravy’s patented technology, AdmitOneTM, verifies consumer attendances at millions of places and events, providing unprecedented insight into consumer activities and interests. Advertisers rely on Gravy Audiences to power precision-targeted mobile advertising campaigns. Brands trust Gravy Insights to provide unmatched customer and competitive intelligence. Gravy Analytics processes billions of location signals each day from its nationwide base of opted-in mobile devices for unparalleled reach and scale. For more information, visit

About LiveRamp
LiveRamp offers brands and the companies they work with identity resolution that is integrated throughout the digital ecosystem, and provides the foundation for omnichannel marketing. IdentityLinkTM transforms the technology platforms used by our clients into people-based marketing channels that improve the relevancy of marketing, and ultimately allow consumers to better connect with the brands and products they love. LiveRamp is an Acxiom company (Nasdaq: ACXM), delivering privacy-safe solutions to market and honoring the best practices of leading associations including the Digital Advertising Alliance’s (DAA) ICON and App Choices programs. For more information, visit

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