Eyeview, an online video ad platform, on Wednesday announced a partnership with LiveRamp, a data on-boarder. LiveRamp lets advertisers bring offline CRM data online to add to and/or create new audience segments.
Eyeview claims the partnership will make it easier for clients to connect digital interactions to in-store purchases.
“CRM data, especially offline data related to in-store sales, is often underutilized in advertising,” explained Gabi Peles, SVP of client services at Eyeview. “By partnering with LiveRamp and integrating their data, we're able to, for instance, avoid serving an ad for a product that a consumer may have already purchased. Without that knowledge, an irrelevant ad would be served and money would be wasted."