13-07-2022 15:05    Vincent

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GroupM and LiveRamp join forces to better target 2.4 million households in Belgium

Here's an interesting news for brands in Belgium: LiveRamp announces the launch of a new partnership with GroupM. The new partnership aims to enable the group's partner brands to better understand the in-store and online behaviour of Belgian consumers.

What is it all about? 

LiveRamp is a data activation platform, already active in many countries (US, UK, France, China, Japan, Australia...). Last month the company signed an agreement with the Carrefour Group in Paris to extend its activities to Spain, Italy, Belgium, Poland, Romania, Argentina, Brazil and Taiwan. This agreement gave rise to a new business unit: Carrefour Links.

Today's announcement of the agreement between GroupM and LiveRamp is therefore an interesting development for the brands active in Belgium. It should be remembered that the Carrefour loyalty card is used by 2.4 million Belgian consumers, i.e. half of all households in Belgium. Therefore, Carrefour Links offers the largest retail database in Belgium. Now, thanks to this agreement, GroupM can reach Belgian consumers more effectively, generate a better understanding of consumer behaviour and shopping needs, deliver more personalised digital campaigns on social networks and within leading Belgian publishers, and better measure the impact on online and in-store sales, all in an environment of enhanced privacy.

At GroupM, John Greca, Head of Digital commerce and Retail Media Partnership Head, explains the interest of the news: "This new partnership will allow GroupM to set up campaigns for brands with better defined audiences, allowing for example the recruitment of new buyers or the recovery of lost buyers".

Kevin Kielbaey, Head of Retail Media at LiveRamp Belgium, is equally optimistic. "The number of Safe Haven users is growing rapidly worldwide, which allowed us to be active immediately when we entered the Belgian market. Our work with Carrefour Links is very effective, and we are delighted to help GroupM, one of the largest media groups, to leverage this data. Through this collaboration, GroupM will be able to better support its clients and help them meet the expectations of Belgian households for more and better targeted advertising.”

In short, this new partnership should lead to a better understanding of the consumer, and therefore to better targeted and more effective campaigns. Especially for the brands active at Carrefour.