Vividata is bringing its consumer and cross-media insights to more avenues through a partnership with programmatic and performance specialists Connected Interactive.

The partnership enables Vividata’s subscribers to leverage targets and segments built by Connected Interactive via DSPs such as The Trade Desk and Google’s DV360. The segments were pulled from thousands of Vividata’s variables collected through things like its Study of the Canadian Consumer (SCC), which are privacy sensitive and compliant.

Delivered through the lens of Environics Analytics’ Prizm system, the Connected Interactive SCC targets let advertisers reach users across more than 30 million devices in Canada that are linked to more than 875,000 postal codes. Connected Interactive will enable access to the segments across any DSPs and platforms, as required.

Agencies and media companies are increasingly looking for full cross-media capabilities from a trusted industry source, says Tosha Kirk, VP of client solutions at Vividata.

“Working with the Connected Interactive team to expand access to our SCC data within programmatic platforms offers an immediate benefit to digital media buyers. It also marks another step forward in delivery of full cross-media capabilities through our studies.”