33Across Partners with Valpak to Activate High-Intent New Mover Audiences Across Curated Digital Media

33Across has announced an exclusive supply-side partnership with Valpak, bringing trusted new mover audiences into curated digital campaign environments. The collaboration connects Valpak’s deterministic offline data—long associated with its iconic Blue Envelope—with 33Across’ AI-powered supply-side technology to deliver performance-ready inventory across the open web.

Through this exclusive partnership, marketers can now access Valpak’s verified new mover audiences in curated digital inventory via 33Across’ premium supply intelligence. This brings together best-in-class offline mover data with online activation capabilities to provide marketers with the opportunity to reach consumers at a critical point in their lives – during relocation.

Turning Lifestage Moments into Performance Marketing Opportunities

Relocation is a key trigger event for consumers. New movers are known for making large, high-value transactions across categories, including financial services, telecom services, home improvement services, insurance services, and retail products. Whether it is a move across state lines, upsizing, downsizing, or starting a new business, moving is a key indicator of increased spend propensity and willingness for brand engagement.

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“New movers present a rare window when consumers are actively making high-value, multi-category purchases,” said Paul Bell, President of 33Across. “By activating deterministic lifestage data through curated supply, marketers can connect these audiences with premium content and optimized media paths that drive measurable performance, moving beyond broad demographics to outcome-based activation.”

At a time when signal loss and privacy changes are reshaping digital advertising, durable and consent-driven audience intelligence has become increasingly valuable. Deterministic mover data offers brands a resilient, high-intent signal that supports outcome-based campaign strategies rather than reliance on probabilistic segments or broad demographic assumptions.

AI-Driven Supply Curation for Smarter Media Investment

The partnership leverages 33Across’ supply-side curation solution, Glossary, to apply Valpak’s audience data directly at the supply level—before impressions reach a DSP. This approach filters out non-performant inventory and prioritizes premium, high-quality media placements aligned with campaign goals.

By integrating Valpak’s mover journey data-sourced from billions of aggregated public, survey, behavioral, transactional, and proprietary records—into curated private marketplaces (PMPs), advertisers can align audience precision with optimized supply paths. The result is improved efficiency, reduced media waste, and better working media ratios.

“Valpak has long helped brands reach movers through our iconic Blue Envelope,” said Benjy Uhl, Head of Product and Data at Valpak. “Extending our mover audiences into digital environments through 33Across allows marketers to engage high-intent consumers consistently across CTV, display, and mobile.”

Key Capabilities of the 33Across-Valpak Partnership

The collaboration introduces several core advantages for performance-focused advertisers:

• Lifestage Targeting Aligned with Premium Inventory: Valpak’s verified household-level and purchase propensity data is combined with 33Across’ AI-powered supply curation technology, ensuring campaigns align audience intent with high-quality publisher environments.
• Improved Campaign Efficiency: Applying audience intelligence at the supply side shifts budget allocation toward working media rather than layering incremental data costs within DSP workflows.
• Greater Audience Scale Through True Publisher Overlap: Activating movers at the point of media consumption enables authentic publisher alignment, increasing both scale and contextual relevance.

Redefining Audience Activation in a Privacy-First Ecosystem

As a result of a privacy-centric and signal-challenged advertising environment, the integration of offline trustworthy data and curated online supply presents a competitive advantage for marketers. This is because it eliminates the need for third-party cookies and instead focuses on integrating audience intelligence directly into supply.

With its exclusive partnership, 33Across and Valpak are revolutionizing the approach that brands take in connecting media quality and audience intent through curated supply and meaningful lifestage signals. This exclusive partnership represents a paradigm shift in digital advertising, moving from audience overlay-based supply and integrating intelligence into supply.

To brands looking to engage with consumers during key purchase moments, this partnership represents a high-impact solution in today’s dynamic advertising landscape.