Dive Brief:
- Viacom and American Express have partnered to launch Vantage Intent, a purchase intent product designed to help marketers find audiences across digital, social and TV. It will be a Viacom product powered by data from American Express, according to Ad Exchanger.
- Vantage Intent will be part of Viacom’s Viacom Vantage data and audience platform and will tap into AmEx’s $1 trillion purchase transactions dataset.
- The product will create predictive audience segments that match AmEx’s data with Viacom’s viewership data, with all data based on anonymized forecasts and models to protect AmEx members’ privacy.
Dive Insight:
Data and technology are two central tools for the modern marketer, and they are key to winning market share today. One point deals like this partnership make clear, companies with unique datasets – such as Facebook’s rich user behavior data, Spotify’s unique view into its users’ music listening tastes and habits, and American Express’s large amount of data on actual consumer purchases – stand to continue to benefit from the rise of data-driven marketing.
“Viacom never sees or touches one ounce of American Express data,” Kern Schireson, EVP of data strategy and consumer intelligence at Viacom, told Ad Exchanger. “Through an anonymized safe harbor, American Express helps us match data to digital screens or set-top boxes where people are viewing TV.”
According to Manish Gupta, EVP of global information management and data products at American Express, Viacom was chosen as a partner because it was seen as on the cutting edge of predictive modeling and analysis in the TV industry.
Ad Exchanger reports that advertisers haven't yet signed up to use the program.