Vehicle management service Regit, formerly Motoring.co.uk, has partnered with data collaboration platform LiveRamp to bring enhanced social media targeting to advertisers.
Regit’s first-party datasets – which includes permissioned “vehicle-based” insights – can now be paired with major social platforms via LiveRamp’s clean room technology.
“This strategic partnership with LiveRamp is hugely significant as we’re able to extend our exclusive, ‘vehicle-based’ data with advanced social platform user targeting meaning our automotive and non-endemic partners can deliver more relevant marketing experiences with maximum precision,” said Chris Ashton-Green, Founder and CEO of Regit.
“In practice, this means brands promoting electric or low emission vehicles can specifically target users in and around clean air zones around the UK with informative and engaging content to encourage them to make the switch, as well as being able to target by vehicle type, brand, age, mileage and much more.”
Regit’s first-party data includes information about make and model, age, fuel type, length of ownership, service history, tax, MOT, and insurance for its users’ vehicles.
This data can be paired with “people-based” insights from social platforms to provide a better understanding of Regit’s car owners, enabling advertisers to deliver personalised ads to these users.
“First-party data is the cornerstone of providing rich insight into customers and driving better ad performance. The ability to now extend first-party data’s value through secure collaboration with partners will be crucial for fuelling better business outcomes,” said Hugh Stevens, UK Managing Director at LiveRamp.
“By increasing access to Regit’s customer intelligence through data collaboration, advertisers can identify high-value audiences and generate value from optimised media efficiency.”
*LiveRamp is a client of Bluestripe Communications, owned by Bluestripe Group, publisher of NDA
