The agreement will see Outra’s household-level data integrated into the Audiences platform, allowing users to explore segmentation, carry out engagement across digital and addressable media channels and use their first-party data.

Audiences allows brands to use their first-party data across digital media, including programmatic, search, social and connected television, with Outra’s data providing additional insight into UK households. 

Rob McLaughlin, co-founder and chief executive at Audiences, said: “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.” 

Graham Field, chief revenue officer at Outra, added: “This partnership makes Outra’s insight more accessible and more actionable.”