Circana Aggregated Retailer Data Integrated in the LiveRamp Clean Room, Accelerating Advertiser Ability to Boost Performance Outcomes
MWN-AI** Summary
Circana, LLC has announced a significant enhancement of its partnership with LiveRamp, aimed at improving advertisers' access to valuable retail insights for optimizing marketing strategies. This collaboration is designed to address the increasing demand for improved advertising performance by facilitating secure data sharing within the LiveRamp Clean Room.
Circana tracks an impressive $5.8 trillion in U.S. consumer sales and provides the most comprehensive consumer sales data available, bolstered by extensive retailer loyalty card data in the CPG sector. Their Complete Consumer™ receipt panel comprises about 200,000 households, delivering critical insights across various industries, including beauty, technology, apparel, and foodservice.
The integration allows advertisers to tap into Circana’s aggregated multi-outlet retailer transaction data, offering detailed omnichannel insights. Marketers can enhance customer profiles by utilizing Circana’s premium data, define high-value audiences based on real consumer purchasing behaviors, and scale their campaigns via LiveRamp’s robust data collaboration network, reaching over 150 destinations.
Additionally, the partnership empowers advertisers to enrich their first-party data with Circana’s insights, enabling deeper analytics and audience activation, along with near real-time campaign performance measurement through conversion attribution. This data-driven approach is intended to refine marketing tactics and optimize investments for improved outcomes.
Dave Slowik from Circana and Vihan Sharma from LiveRamp emphasize their commitment to delivering innovative solutions that help clients make data-driven decisions central to maximizing sales. Their collaboration is set to enhance the utility of data, making it more measurable and actionable, thus accelerating advertisers’ pathways to achieving significant performance results.
MWN-AI** Analysis
The recent partnership expansion between Circana and LiveRamp presents a compelling opportunity for advertisers aiming to enhance their marketing performance through deeper data insights. With Circana’s impressive $5.8 trillion in tracked consumer sales data, this collaboration is poised to offer marketers unprecedented access to consumer behavior insights across multiple retail outlets.
For companies in the fast-moving consumer goods (CPG) sector, leveraging Circana’s robust, aggregated multi-outlet transaction data provides a strategic advantage. Advertisers can now build smarter customer profiles that reflect real purchasing patterns, allowing for more precise targeting. The integration of first-party data with Circana’s insights within the LiveRamp Clean Room enables enhanced analytics and audience segmentation, which is crucial in a highly competitive landscape.
Moreover, the ability to execute campaigns across 150+ channels with standardized insights significantly reduces operational complexity while maximizing reach. This streamlined approach allows brands to distribute their advertising efforts at scale, ensuring that messaging is both impactful and far-reaching.
As the advertising landscape continues to evolve, it becomes increasingly important to focus on measurable outcomes. The tools enabled by this partnership, including real-time conversion attribution and campaign performance analytics, will empower brands to optimize their marketing efforts continuously. By identifying the most effective levers for performance gains, advertisers can increase their return on investment (ROI) while driving relevant engagement.
In conclusion, utilizing the enhanced capabilities provided by the Circana and LiveRamp partnership enables brands to stay ahead of consumer trends and adapt their strategies accordingly. Advertisers should prioritize integrating these data-driven insights into their marketing strategies to harness growth potential and sustain competitive advantage in a rapidly changing market environment.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
Chicago, June 10, 2025 (GLOBE NEWSWIRE) -- Circana, LLC today announced an expansion of its partnership with LiveRamp (NYSE: RAMP), the leading data collaboration partner, to increase advertisers’ access to retail insights for end-to-end marketing optimization. This initiative underscores both organizations’ dedication to meeting the growing demand for enhanced advertising performance by broadening access to actionable data and insights through secure, responsible data collaboration, all within the LiveRamp Clean Room.
Circana, which tracks $5.8 trillion in consumer sales, offers the most comprehensive and verified consumer sales data in the industry. This data is fueled by unparalleled retailer membership loyalty card data for the U.S. CPG sector, providing noticeably greater sales coverage compared to other purchase-based data providers. Additionally, Circana's Complete Consumer™ receipt panel, representing approximately 200,000 static households, delivers robust insights across general merchandise industries, such as luxury beauty, consumer technology, apparel, foodservice, and others.
With this integration, advertisers gain seamless access to Circana’s aggregated, multi-outlet retailer transaction data, providing granular, omnichannel insights that can power real-time data-driven decisions and help brands win share. Marketers can now:
- Build smarter profiles with a deeper understanding of customer purchase behavior both within and across product categories, powered by Circana’s premium data assets.
- Define and activate high-value audiences using Circana’s known, aggregated multi-retailer purchase data that reflects actual consumer buying patterns.
- Distribute campaigns at scale across over 150 destinations via LiveRamp’s powerful data collaboration network.
- Access standardized insights with minimal cost or complexity.
Circana and LiveRamp remain focused on helping advertisers deliver on outcomes that prove ROI. As a further expansion to this solution, advertisers will be able to enrich their first-party data with Circana’s purchase-based insights directly within the LiveRamp Clean Room, unlocking deeper analytics, more powerful modeling, and high-impact audience activation. They can also measure campaign performance in near real time, using conversion attribution to refine tactics and optimize marketing efforts to focus on those levers that drive measurable performance gains.
“Circana is committed to delivering the data and solutions our clients need to make confident, data-driven decisions that maximize sales outcomes,” said Dave Slowik, executive vice president of Global Media at Circana. “This expanded partnership with LiveRamp reflects our shared mission to address evolving advertiser challenges with innovative, trusted solutions that fuel measurable results.”
“LiveRamp and Circana’s growing partnership continues to enhance advertisers’ ability to plan, target, activate, and measure effectively,” said Vihan Sharma, chief revenue officer at LiveRamp. “Integrating clean room intelligence and standardization empowers data to become more connected, measurable, and adaptive, enabling more actionable insights and faster time-to-value.”
About Circana
Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it, and accelerate their growth. Circana’s Liquid Data ® technology platform is powered by an expansive, high-quality data set and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. Learn more at circana.com .
Media Contact
Shelley Hughes
Email: shelley.hughes@circana.com
312-731-1782
Shelley HughesCircana+1 312-731-1782Shelley.Hughes@Circana.com
FAQ**
How will the partnership expansion between Circana and LiveRamp Holdings Inc. RAMP improve advertisers' access to retailer insights and enhance overall marketing performance?
What specific features within LiveRamp’s Clean Room can advertisers leverage to maximize the impact of Circana’s purchase-based insights on their marketing strategies?
In what ways does Circana's extensive consumer sales data position LiveRamp Holdings Inc. RAMP and Circana as leaders in the advertising data collaboration landscape?
How do the innovations introduced through the Circana and LiveRamp partnership address the evolving challenges faced by advertisers in today's complex marketing environment?
**MWN-AI FAQ is based on asking OpenAI questions about LiveRamp Holdings Inc. (NYSE: RAMP).
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