Audience insights and measurement platform Quantcast has announced a partnership with Quantium which aims to bridge the gap between online and offline data.

The agreement will combine Quantium’s purchase data and analytics with Quantcast’s AI-driven audience platform, which directly measures over 150 million web destinations.

Quantium’s QSegments, built from broad scale transaction data sourced from de-identified customer shopping records, paired with Quantcast’s real-time audience insights platform and AI, provides new opportunities for offline advertisers to target customers online, the adtech company said.

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Quantcast and Quantium launched the beta tests on October 1, 2017 with the country-wide launch scheduled for February 2018.

“The partnership with Quantium delivers on advertiser demands for access to the best transaction data and enables them to reach their existing and potential audiences at scale,” said Quantcast Australia and New Zealand Managing Director Andrew Double.

“This partnership will enable advertisers to marry powerful Quantium instore purchase data with the Quantcast real-time audience insights platform enabling brands to see the patterns in online consumer behaviour.”

Quantium’s “buyergraphic” QSegments will seed Quantcast’s predictive models generating real-time data across 20.7 million Australian online users. Quantcast will leverage its expertise in using machine learning driving human learning to deliver this real-time audience insight capability.

Advertisers and agencies will be able to see what types of purchasing behaviours their target audiences have both online and offline and use this data to inform their audience planning to drive a more impactful marketing strategy that drives real business outcomes.

“This agreement builds on our growing list of media activation partners, allowing marketers to access the power of Quantium’s ‘buyergraphic’ QSegments to increase digital advertising performance in a real-time programmatic environment. We chose to partner with Quantcast in this space because of their ability to deliver very large audiences using their real-time audience insights across the web,” said Adam Driussi, Quantium CEO.

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