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Catalina Partners with PlaceIQ to Deliver Location-Based Strategies for CPG Clients

Catalina, a shopper intelligence and omni-channel media provider, and PlaceIQ, a leading data and technology provider, announced their partnership to bring location-driven planning, measurement and attribution to CPG retailers.

Catalina will use PlaceIQ’s Firehose Visits product to enhance its measurement, audience creation and analytics offerings. Firehose Visits includes visitation metrics from across the country – along with powerful Place metrics to capture open hours, multi-use properties, and more. PlaceIQ will extend its large Point of Interest (POI) database to include over 30,000 custom locations to support Catalina’s growing out-of-home and place-based media service.

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PlaceIQ’s location-based data built on a robust POI database, combined with Catalina’s highly scaled deterministic shopper transaction data and shopper panel data will enable advertisers to reach more precise audiences, optimize offline and online media engagement across channels, and deliver real-world ROI on a brand campaign’s performance.

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“We’re happy to take our offering further into the CPG marketplace by partnering with Catalina to create ease of access and seamless usability for brands and channel partners,” said Brian Bradtke, VP of Partner Development at PlaceIQ. “What’s really exciting about this partnership is we’ll be focusing on OOH work, while expanding into other channels as we grow together.”

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Catalina selected PlaceIQ due to its ease and flexibility to define and monitor custom locations necessary for OOH, as well as their reach and visit attribute quality. PlaceIQ’s data was tested for accuracy by comparing historical data to Catalina’s own truth sets of transaction data.

“As Catalina brings our omni-channel and out-of-home/place-based media capabilities closer together, this new partnership enables us to map location-based visit signals to our anonymous shopper ID graph. With PlaceIQ further extending our knowledge of where shoppers shop, as well as what they care about, we can help CPG advertisers better target them at locations they frequent with relevant, impactful advertising. We can also measure sales lift conversion based on shoppers seeing specific ads while on their path-to-purchase,” said Brian Dunphy, SVP, Digital Business & Strategic Partnerships at Catalina. “We are excited to be adding PlaceIQ to our Partner Ecosystem Program and working together to provide added value to our retailer, brand, agency and place-based media partners.”

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[To share your insights with us, please write to sghosh@martechseries.com]

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