La Correspondance de la Publicité _ SGPresse _ NOVEMBER 28, 2019


Translated from original publication

Kantar and Sirdata team up to activate Personae in programmatic

Kantar and Sirdata combine their expertise in order to activate “Personae” programmatically, without prior onboarding phase. Onboarding usually makes possible to link CRM-PRM customer data assets to digital identifier, cross-device as to unify online and offline consumer identities. The “Personae” are targets defined by brands, agencies, ad network and publishers using Kantar Audience TGI Panel – which gives them a better understanding of consumers purchasing behaviors, their media consumption, and their relationships towards brands.

Sirdata models, qualifies and scores its users, based on their “act-alike” browsing, on its partner network to aggregate Kantar TGI audiences in statistical twins. The audience segments are then distributed and activated in the main digital platforms (DSP, SSP, CDP, CRM) : self service or custom. The “Sirdata | Kantar TGI” can be activated within Sirdata’s partner platforms : Google DV360, Xandr, Verizon Media, Adobe, The Trade Desk, Freewheel, SmartAdServer…

Sirdata is specialized in statistical and semantic processing of behavioral data, and in Intent audiences creation.

Personal Data :

Sirdata takes consumer’s privacy very seriously and complies with all applicable laws and regulations. Our particular model is privacy friendly, and does not collect or store any sensitive data in its process.