Time Inc. partnered with GfK to enhance programmatic advertising by incorporating more robust consumer segmentation data. GfK surveyed Time Inc.'s Crossmedia Link panel in the UK and US to gather additional attitudinal and demographic information to create more detailed segments like "mums". This allowed Time Inc. to match behavioral data segments with insights into consumers' attitudes, essentially "putting people back into the data". Time Inc. integrated these enhanced segments into its ad exchange platform. The partnership aims to test targeting ads to these 3D segments in a campaign and compare results to behavioral targeting alone.