A leading data provider and shopper intelligence provider, Catalina, and PlaceIQ announced a partnership to enhance CPG retailers’ location-based planning, measurement, and attribution.

Brian Dunphy, SVP, Digital Business & Strategic Partnerships at Catalina, said, “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. 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.”

Measurement, audience creation, and analytics will be enhanced by Catalina’s Use of PlaceIQ’s Firehose Visits product. Visitation metrics from across the country are included in Firehose Visits, as well as Place metrics, such as open hours, multi-use properties, and more. Catalina’s growing out-of-home and place-based media service will use PlaceIQ’s large Point of Interest database to include over 30,000 custom locations.

Brian Bradtke, VP of Partner Development at PlaceIQ, said, “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. What’s really exciting about this partnership is we’ll be focusing on OOH work, while expanding into other channels as we grow together.”

Catalina’s highly scaled deterministic shopper transaction data and shopper panel data, combined with PlaceIQ’s location-based data built on a robust POI database, 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.