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Partnership Helps Companies Target Business Professionals Via Personal Data

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Versium, an AI predictive analytics solution provider, has formed a partnership with identity resolution provider LiveRamp. The collaboration will enable Versium to launch an AI-driven business solution as part of a new B2B digital management platform.

The partnership will enable offline business professional data, which is often contained within a company’s customer relationship management platform, to be targeted online. Additionally, LiveRamp customers will gain access to Versium’s modeling engine to help them create custom audiences.

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Versium has the ability to cross-index both business and consumer personas, which helps ensure that the resulting digital audiences have sufficient reach. The partnership is expected to provide business consumers with more relevant digital engagement from brands, and help them more easily discover offerings that meet their needs.

“Historically, marketers have faced challenges targeting business decision makers across social platforms and broader digital display, because most targeting parameters are associated with consumer data, resulting in low onboarding match rates to digital inventory,” said Chris Matty, CEO of Versium in a statement. “We solve this problem at scale by helping companies increase match rates — often by as much as 400%, unlocking superior reach and greatly improving the effectiveness of online campaigns that target business decision makers.”

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