33Across, a leading programmatic supply-side technology company, announced an exclusive partnership with direct marketing stalwart Valpak that promises to reshape how advertisers reach consumers during one of the most commercially significant lifecycle moments: moving. By integrating Valpak’s new mover audience data directly into 33Across’ AI-driven supply curation solution – Glossary – marketers can now activate these high-value segments across connected TV (CTV), display, and mobile inventory without the operational friction of traditional programmatic workflows.
Under the agreement, Valpak’s deterministic lifestage data – built from billions of aggregated records spanning public, behavioral, transactional, and survey sources – is applied on the supply side before inventory ever reaches demand-side platforms (DSPs). This upstream activation enables advertisers to bypass the signal degradation and data loss common when audience targeting is layered at the DSP after the bid request, offering a more efficient and performance-ready supply path.
“New movers represent 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.”
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Valpak Head of Product and Data Benjy Uhl added that extending the company’s offline audience intelligence – traditionally accessed through its iconic Blue Envelope direct mail product – into digital environments enables consistent engagement with movers across premium digital formats and devices.
Why This Matters: The Advertising Industry Context
The advertising and marketing landscape is in the midst of a structural shift driven by several trends:
- Continuously Diminishing Third, Party Signals – On the one hand, the ever, tightening privacy regulations and the phasing, out of third, party cookies have resulted in programmatic targeting that now experiences lower match rates and has got less dependable audience signals. On the other hand, numerous advertisers are struggling to pinpoint and hence, to accurately target, high, intent audiences, especially when they are bidding in open auction settings where identity resolution is very limited.
- Trigger-Based & Lifecycle Data is Rising – Marketers are increasingly focusing on key trigger moments in people’s lives, such as buying a new home, getting married, or moving, as a way to measure purchase intent in industries such as insurance, telecom, financial services, retail, and home improvement. This is more meaningful than demographics alone.
- Supply-Side Curation Over Traditional Pipelines – There’s a growing consensus in the industry that supply-side platforms should become more proactive, curating inventory with high-quality signals before it reaches DSPs. Doing so streamlines workflows, increases working media efficiency, and reduces the proportion of ad spend lost to intermediaries and data matching overhead.
The 33Across-Valpak deal reflects and accelerates these shifts by integrating a trusted audience dataset directly into the supply chain, enabling advertisers to buy curated, performance-ready media that aligns precise intent signals with premium digital inventory.
Impact on Marketers and Brands
The implications of this partnership for brands and agencies are significant:
Better Audience Accuracy and Reduced Waste
Activating Valpak’s mover data on the supply side reduces reliance on post-bid audience matching, which historically has eroded targeting accuracy. By embedding first-party, deterministic signals into the deal ID itself, marketers can reach vetted, high-intent audiences more consistently — effectively improving reach quality and reducing wasted impressions.
Cross-Channel Activation
The partnership provides access to mover audiences on CTV, display, and mobile platforms and enables brands to reach high-value consumers throughout the digital landscape. This is important as more spend is being shifted to CTV and mobile platforms, as engagement and attention metrics are increasing on these platforms.
Enhanced Campaign ROI
This is because, prior to DSP, there is curation of data and supply, and only premium media is displayed. This allows for more of the brand budget to be spent on working media (actual ad delivery) rather than on intermediary costs and technical redundancies. This could potentially lead to higher return on ad spend (ROAS), especially in a world of tight marketing budgets and increasing media costs.
Contextual Relevance & Personalization
Lifestage data tied to real consumer behaviors – such as moving – enables campaigns to be far more contextual and meaningful. A household that has recently relocated is often in market for a wide array of products and services, presenting advertisers with a fertile opportunity to deliver relevant offers precisely when demand is high.
Broader Industry and Long-Term Effects
This partnership signals broader evolution in how ad tech infrastructure will operate in coming years:
A Shift Toward Privacy-First, Deterministic Signals
As brands navigate a cookieless future, reliance on deterministic, permissioned data — such as Valpak’s mover segments — will likely increase. Advertisers that adapt quickly to signal alternatives will maintain targeting precision and measurement confidence.
Supply Chain Simplification
Industry momentum toward supply-side curation — embedding audiences directly into curated inventory — may reduce friction across programmatic systems, shortening the path from audience definition to media delivery.
Higher Demand for Strategic Data Partnerships
Marketers will increasingly look for partnerships that can provide access to both offline reliability (transactional and behavioral data) and digital activation capabilities. Such deals will create a blueprint for what hybrid data strategies look like, tapping into both worlds.
Greater Emphasis on Performance and Outcome
Finally, campaigns that leverage verified intent signals like relocation can help to better connect advertising investments with business results, not just reach. This helps to further justify the spending and the importance of programmatic advertising as a performance driver rather than a branding vehicle.
Conclusion
The exclusive supply-side partnership between 33Across and Valpak is not merely a data integration play, but rather a sign of a new direction in the way digital audiences are defined, packaged, and activated. By using high-quality deterministic mover data on the supply side and utilizing AI to curate this supply before it ever enters a DSP, this partnership helps solve some of the biggest challenges in the current advertising landscape: signal loss, efficiency drain, and relevance gaps.
The implications of this deal are very clear for marketers: more precise targeting, more activation, and more reach. But in terms of the industry as a whole, this is a very significant strategic shift in the industry, and we think this quality-based approach to programmatic advertising is what the future of digital advertising is all about.