Circana Launches Liquid Activation™ to Build Purchase-Based Audiences in Minutes

Circana, LLC has launched Liquid Activation, a new solution for audience creation and activation. This solution aims to help brands, agencies, and media partners develop, personalize, and execute purchase-based audiences within a matter of minutes.

The solution has been developed with the speed and complexity of modern media planning in mind. It utilizes verified consumer purchase information and behavioral intelligence to enable marketing teams to quickly transition from audience discovery to activation.

As marketers face the complexities of the advertising landscape, reaching the right consumers with accuracy is more difficult than ever. The strategies used in audience marketing must have access to the exact and real-world behavioral signals that help activate the audience effectively across multiple channels.

Circana’s Liquid Activation solution is built to address this challenge by combining verified consumer purchase data with holistic cross-channel behavioral insights at enterprise scale.

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The platform draws from Circana’s extensive consumer intelligence network, including signals from 200,000 static omnichannel receipt panelists and 500 million loyalty cards, enabling brands to access decision-grade intelligence rooted in actual consumer behavior.

By blending high-density loyalty data with deep panel insights, the workflow enables marketers to instantly size audience segments, layer multiple behavioral signals, and push dynamic targeting strategies directly to media partners.

This connected approach helps significantly reduce campaign launch timelines while improving targeting precision.

“Our Liquid Activation solution transforms the way marketers approach audience creation,” said Cara Pratt, president of Global Retail and Media at Circana. “By seamlessly integrating diverse data assets — including insights from all channels of trade, food service, and receipt panels — brands and agencies can move swiftly from rich consumer understanding to precise audience activation. This innovation empowers our clients to connect with high-value consumers across industries with exceptional speed and accuracy.”

The major differentiation for the solution is its capacity to deliver a comprehensive cross-industry view of consumer behavior, which enables brands to connect with high-value consumers at all stages of the marketing funnel.

From awareness-driven campaigns to media strategies focused on driving conversions, the solution provides more targeted advertising based not only on inferred behaviors but also verified purchase behaviors.

The solution for liquid activation is also highly compatible with a large ecosystem of publishers, media platforms, and marketing technologies, which provides advertisers with the flexibility to run campaigns across multiple channels without changing existing workflows.

This is particularly beneficial for enterprise brands or agencies that often have to handle omnichannel campaigns.

“Our Liquid Activation solution is a game-changer for marketers, providing them with the tools to create and activate highly precise, purchase-based audiences in a fraction of the time,” said Todd McClimans, vice president of Product Management and Audiences at Circana. “By combining verified purchase data with a seamless, self-serve workflow, we’re empowering our clients to adapt quickly to changing media strategies and drive impactful results across the advertising ecosystem.”

The launch also indicates the growing importance of data-driven audience intelligence and media activation technology in the contemporary advertising environment where speed, accuracy, and consumer insights are important determinants of successful advertising campaigns.

Circana’s Liquid Activation™ service aims to offer a significant solution for B2B marketers, agencies, and retail media professionals looking to increase audience development speed.