Adform partners with Research Now on first-party data

Adform’s integrated advertising platform, Advertiser Edge, will now be able to incorporate Research Now’s first-party data with third-party data for improved ad targeting and measurement.

Adform clients can access Research Now’s Audience Validation tool to view the actual exposed audience to a digital campaign, across devices, to assess effectiveness.

Later this year, Research Now’s data will also be integrated into Adform’s full set of solutions including its Data Management Platform (DMP) and Demand Side Platform (DSP).

George Pappachen, executive vice-president of corporate planning and strategy for Research Now, said: “Our partnership with Adform is a first for the industry, where two independent global companies are making first-party data accessible to programmatic partners. This full-scale programmatic approach to sharing our data builds on our track record of agency integrations and allows us to provide reliable insights about consumer activity and preferences to bridge the consumer knowledge gap.”