December19 launches Ray – redefining audience targeting with behavioural intelligence
December19 has announced the launch of Ray, our revolutionary audience-targeting platform powered by Starcount.
Ray challenges one of the biggest assumptions in cross-channel media planning: that demographics and claimed behaviours tell you who to target. Ray goes deeper, connecting real-world behaviours, genuine passions, and actual spending patterns to give brands the clarity they need to reach audiences that truly matter.
Introducing Ray
Most media targeting relies on guesswork about what people claim they buy and their age, life-stage, affluence and socio-demographics. In contrast, Ray asks: "What if we understood why people buy, not just what they buy?"
Starcount specialises in mapping real-world behaviours to specific postcodes, combining Open Banking data with genuine interests, and delivering insights across 2,000+ behavioural attributes, empowering Ray to transform how brands reach their audiences. It connects census and demographic data from 20 million UK consumers, £100bn in real UK transaction data, and 300+ search intent signals to create a full-spectrum view of consumer decision-making.
With direct integrations into programmatic, OOH, connected TV, and social platforms, Ray delivers privacy-first, cookie-independent targeting with postcode-level precision.
This produces campaigns that are more relevant, more efficient, and deliver measurable commercial advantage.
Starcount Sales Director, Georgie Rumble comments, "We are excited to partner with December19 in tackling one of the biggest challenges in marketing - the gap between claimed behaviour and real consumer actions - with Ray, a platform that is both privacy-first and incredibly powerful. This approach is a major step forward in how brands can understand and reach their audiences."
Key Features of Ray:
· Complete Audience Intelligence: Over 2,000 behavioural attributes derived from demographics, real-world passions, spending habits, and search intent.
· Custom Targeting: Postcode-level precision without ID dependency, plus powerful lookalike modelling.
· Omnichannel Activation: Seamless deployment across programmatic, OOH, connected TV, and social platforms.
· Privacy-First: GDPR-compliant, no PII stored, and fully cookie-independent.
· Transparency & Control: Full visibility into data sources and insights, enabling informed and accountable media planning.
David Lucy, Managing Director at December19 states: "Ray represents our commitment to asking the difficult questions other agencies avoid. By connecting real behaviour, genuine passions, and actual spending patterns - not assumptions - we're giving brands the tools to challenge category norms and drive measurable commercial advantage. And we're doing it with complete transparency and privacy-first principles."
About Starcount
Starcount is a customer intelligence platform that reveals not just what customers spend, but why.
Founded by Rowena Humby and Michael Reed, Starcount builds on a heritage of customer data science innovation pioneered by Clive Humby OBE and Edwina Dunn OBE, founders of dunnhumby.
Starcount's algorithm combines signals from multiple behavioural datasets across online interest behaviours, banking spend transactions, and demographics to reveal the true motivators of consumer behaviour and drivers of purchase intent.
Working with leading global brands and media agencies, Starcount delivers privacy-first targeting solutions that create brand experiences and relationships generating a 5-12x increase in revenue
