First-party data activation platform AUDIENCES has announced a strategic partnership with Outra, a UK provider of household-level data and insight. The collaboration empowers brands to maximise the value of their first-party data and discover entirely new segments of high-potential customers through intelligent, privacy-safe data enrichment.
This new partnership enables data fusion, powering deeper customer understanding, improved segmentation, with smarter engagement and activation across digital and addressable media channels. By integrating Outra’s deterministic household-level data into the AUDIENCES platform, brands can now transform their CRM data into a scalable growth engine.
The partnership aims to enable brands to reach their most valuable existing customers more effectively and, also, identify and acquire new audiences who share similar attributes..
Giles Mackay, Founder and CEO of Outra, commented: “When brands enrich their own data with Outra’s household-level intelligence, the result is transformative. You move from a static CRM list to a dynamic understanding of every customer and their potential. AUDIENCES makes that insight actionable by giving marketers the tools to reach more of the right people, in smarter ways.”
Graham Field, Chief Revenue Officer at Outra, said: “This partnership makes Outra’s insight more accessible and more actionable. For brands sitting on large volumes of first-party data, the AUDIENCES platform acts as the perfect delivery system,fuelling intelligent segmentation, precision media, and ultimately, growth.”
Rob McLaughlin, Co-Founder and CEO of AUDIENCES, commented: “From our initial discussions to the finalising of this partnership we have been excited to bring Outra’s unique household-level intelligence to the advertising ecosystem. AUDIENCES provides the ultimate data privacy & security safe infrastructure for the distribution of the signals which advertising, and its associated algorithms so desperately need.”
AUDIENCES enables brands to activate their first-party data across the entire digital media ecosystem, from programmatic to search, social and CTV. With Outra’s data now embedded within this infrastructure, marketers gain persistent, addressable insight into every UK household, enabling data-driven decision-making at every stage of the customer lifecycle.
Outra is a client of Bluestripe Group, publishers of New Digital Age.
