Solution solves long-term industry problem of effectively targeting business decision makers
Versium, a leading AI predictive analytics technology company, today announced a new partnership with LiveRamp®, an Acxiom® company (NASDAQ: ACXM) and leading provider of omnichannel identity resolution. As part of the agreement Versium will launch powerful new AI-driven business decision-maker segments as part of a new B2B DMP. This fills a critical market gap by enabling offline business professional data, often contained within a company’s own CRM, to be targeted online. The partnership also provides LiveRamp customers with access to Versium’s modeling engine to create custom audiences, optimized for the maximum propensity to engage. Versium’s capability to cross index business and consumer personas, ensures that the resulting digital audiences have sufficient reach. As a result of this partnership, business consumers will experience fresher, more relevant digital engagement from brands, and more easily discover offerings that meet their needs.
As part of the partnership, Versium will also power unique business and consumer audiences built from Versium’s extensive LifeData® warehouse, which contains more than 1 trillion consumer and business data attributes sourced through proprietary means.
“Historically, marketers have faced challenges targeting business decision makers across social platforms and broader digital display, because most targeting parameters are associated with consumer data, resulting in low onboarding match rates to digital inventory,” said Chris Matty, CEO of Versium. “We solve this problem at scale by helping companies increase match rates—often by as much as 400%, unlocking superior reach and greatly improving the effectiveness of online campaigns that target business decision makers.”
“The success of delivering robust and actionable B2B campaigns hinges on being able to derive actionable insights from high-quality data,” said Grant Ries, CEO of LiveRamp B2B and GM of LiveRamp’s Data Store. “Our partnership with Versium will allow us to expand our capabilities in B2B that resonate strongly with our mission moving forward.”