Catalina will introduce more than 700 syndicated and countless customised purchase-based audience segments so that this integrated technology gives marketers better targeting.

Catalina and LiveRamp will help CPG brands, retailers and their agencies measure the effectiveness of their media across most major digital media channels. They will be able to: deliver precise audience segments based on purchase behaviours, product ingredients and lifestyle motivations; map approximately 170m loyalty-based shoppers to 390m digital devices and 85m households; optimise media and audiences in-flight, measure the impact of a brand’s programmatic campaigns and attribute sales to working media spend, based on in-store sales data.

Grant Ries (pictured), CEO of LiveRamp B2B and executive managing director of data, said: "This combination of actual 1:1 purchase-based audience targeting, device identity resolution, and ad delivery with real-time attribution and measurement of in-store sales solves a major challenge for CPG advertisers who previously could not connect their digital shopper data and media spend with in-store sales results.

"Customers can now create audiences in LiveRamp’s Safe Haven environment. It becomes a virtual CRM system for CPG advertisers and enables them to create their own scalable data supply chains."