PALO ALTO, Calif., Feb. 25, 2025 /PRNewswire/ — Predactiv, a leader in advanced data and technology solutions, and Affinity Solutions, the leading consumer purchase insights company, today announced a transformative partnership designed to set a new standard in audience targeting and data monetization by integrating the largest deterministic consumer purchase dataset with the most powerful AI-driven data management platform. This innovation empowers marketers to create highly targeted audience segments based on actual purchase behavior to maximize marketing impact and drive business results.
Seamlessly integrating Affinity Solutions’ fully permissioned data from 150 million credit and debit cards with The Predactiv Data Platform, the audiences created with real-time, granular purchase data enable precise targeting across leading programmatic platforms with unparalleled speed, empowering marketers and data providers with tools to drive better outcomes and unlock greater value from their data.
“Our partnership marks a significant step forward in audience targeting and data monetization by addressing the critical operational challenges faced by data providers and marketers today,” said Michael Gorman, Chief Product Officer at Predactiv. “Together, we are setting a new standard for data activation that gives marketers the precision they have been seeking to better connect with their audiences. Affinity Solutions’ data scale and powerful purchase insights, combined with our technology, streamlines complex processes, simplifies data integrations, and enables cost-effective data monetization, all while improving modeling efficiency.”
Predactiv’s role as the primary distributor of Affinity Solutions’ branded Consumer Purchase Audiences has already shown to improve efficiency and speed of delivery for end customers in the initial pilot program. Advertiser adoption increased by 111% from Q3 2024 to Q4 2024, proving the value and effectiveness of this solution. This growth reflects the value of combining consumer purchase insights with AI-powered technology, enabling advertisers to reach their audiences more effectively and underscoring the impact of this collaboration on data activation and audience engagement.
“Managing the vast amount of data available today and extracting actionable insights has been a significant hurdle for the industry,” said Ken Barbieri, Senior Vice President of Business Development at Affinity Solutions. “However, combining our real-time deterministic consumer purchase data with Predactiv’s demonstrated excellence in modeling and operational execution empowers the market with the precise targeting they need to achieve more impactful results and unlock greater value from their data.”
By accelerating the development of innovative data products, this partnership aims to meet the evolving market demands and provide measurable value for advertisers, agencies, and data providers, significantly advancing data-driven targeting and monetization.
About Predactiv
Predactiv is a data and technology company specializing in transforming data assets through a proprietary AI-driven platform. The Predactiv Data Platform features real-time consumer insights, analytics, audience creation, and activation. The core of The Predactiv Data Platform is its proprietary real-time global digital behavioral dataset. Predactiv collects and analyzes vast amounts of online data to help businesses understand consumer intent and optimize marketing strategies.
The Predactiv Data Platform emerged from the success of ShareThis, a leading data and programmatic advertising provider, recognized for pioneering the use of AI in audience and insight creation. ShareThis is now a Predactiv Company.
Predactiv, and ShareThis, a Predactiv Company, are based in Palo Alto, CA. To learn more, visit www.predactiv.com.
About Affinity Solutions
Affinity Solutions is the leading consumer purchase insights company. We provide a complete view of U.S. and U.K. consumer spending, across and between brands, via exclusive access to fully permissioned data from over 150 million debit and credit cards. Our proprietary AI technology, Comet™, transforms these purchase signals into actionable insights for business and marketing leaders to drive strategic growth and lasting customer relationships. Visit us at www.affinitysolutions.com to discover how we’re shaping the future of consumer purchase insights.
Predactiv Media Contact:
Audrey Levitan
Senior Vice President, Marketing and Business Development
audrey@predactiv.com
Affinity Solutions Media Contact:
Sara Serbanoiu
Vice President
sserbanoiu@daddibrand.com
SOURCE Predactiv