Carbon integrates Narratiive data lake to increase publishers’ addressable data

Carbon announces that it has completed the integration of Narratiive’s data lake into its platform, to enable South African and MENA publishers to extend the reach of their first-party audiences.  After recently announcing their partnership Carbon and Narratiive are continuing to build the momentum of their end-to-end solution for publishers to more accurately measure, manage and monetise their audiences, with this latest move, a win-win for both advertisers and publishers.

Narratiive is the partner for actionable insights and intelligence for marketers & publishers in MENA, South Africa and emerging markets where it has the largest footprint of demographic, behavioural, technographic and intent-based audience data.  With this data now flowing through Carbon’s platform for AI-driven audience data management and activation, publishers can extend their audience reach to make inventory more addressable, improving their programmatic yields and driving more performant ad campaigns for buyers.

In a market-leading move, the data lake will be available to use for publishers who are Narratiive measurement clients.  For some publishers, this integration has already increased addressable data by more than 600 per cent in some categories, with illustrative reach uplift examples including:

  • Technology & Computing – 602 per cent uplift when including Narratiive 
  • Business & Finance – 239 per cent uplift when including Narratiive 
  • Travel – 415 per cent uplift when including Narratiive

Commenting on this latest addition to their combined offering, Carbon VP of commercial & strategic partnerships, David Snocken said: “Surfacing these high-quality signals within Carbon allows publishers in South Africa & MENA to leverage the value of Narratiive data for targeted audience activation in a way that’s never been possible before.  This latest integration is a further reflection of the innovation that the two companies are looking to bring to the global publisher market by working together.”

“Narratiive has for a number of years now been the preeminent addressable data provider for MENA and South Africa. This further collaboration with Carbon underscores our focus of equipping publishers with the best functionally superior combined data and technology offering in the market,” said Chad Hussain, GM – Narratiive.