It may be a digital world, but two of the big marketing data providers are now partnering to help brands better understand how their audiences behave in analogue spaces.

LiveRamp is partnering with Criteo. In the deal, Criteo becomes LiveRamp’s first European partner for its IdentityLink product, helping to piece together an omnichannel view of consumers, specifically in the UK and France. That data can then be used for media buying through Criteo.

Criteo already claims to hold data on shoppers contributed from more than 10,000 different websites, and to be able to understand shopping behavior of more than 1.2 billion online customers.

More on the alliance in this press release.