Predactiv and Affinity Partner to Elevate Audience Targeting

Predactiv, a leader in advanced data and technology solutions, and Affinity Solutions, the leading consumer purchase insights company, announced a transformative partnership designed to set a new standard in audience targeting and data monetization by integrating the largest deterministic consumer purchase dataset with the most powerful AI-driven data management platform. This innovation empowers marketers to create highly targeted audience segments based on actual purchase behavior to maximize marketing impact and drive business results.

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Seamlessly integrating Affinity Solutions’ fully permissioned data from 150 million credit and debit cards with The Predactiv Data Platform, the audiences created with real-time, granular purchase data enable precise targeting across leading programmatic platforms with unparalleled speed, empowering marketers and data providers with tools to drive better outcomes and unlock greater value from their data.

“Our partnership marks a significant step forward in audience targeting and data monetization by addressing the critical operational challenges faced by data providers and marketers ,” said Michael Gorman, Chief Product Officer at Predactiv. “Together, we are setting a new standard for data activation that gives marketers the precision they have been seeking to better connect with their audiences. Affinity Solutions’ data scale and powerful purchase insights, combined with our technology, streamlines complex processes, simplifies data integrations, and enables cost-effective data monetization, all while improving modeling efficiency.”

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Predactiv’s role as the primary distributor of Affinity Solutions’ branded Consumer Purchase Audiences has already shown to improve efficiency and speed of delivery for end customers in the initial pilot program. Advertiser adoption increased by 111% from Q3 2024 to Q4 2024, proving the value and effectiveness of this solution. This growth reflects the value of combining consumer purchase insights with AI-powered technology, enabling advertisers to reach their audiences more effectively and underscoring the impact of this collaboration on data activation and audience engagement.

“Managing the vast amount of data available and extracting actionable insights has been a significant hurdle for the industry,” said Ken Barbieri, Senior Vice President of Business Development at Affinity Solutions. “However, combining our real-time deterministic consumer purchase data with Predactiv’s demonstrated excellence in modeling and operational execution empowers the market with the precise targeting they need to achieve more impactful results and unlock greater value from their data.”

By accelerating the development of innovative data products, this partnership aims to meet the evolving market demands and provide measurable value for advertisers, agencies, and data providers, significantly advancing data-driven targeting and monetization.

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Source – PR Newswire

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