IRI Partners with Intent Marketplace Yieldbot

Consumer data giant IRI has allied with Yieldbot, which offers publishers a marketplace to monetise real-time data about the purchase intent of their visitors. The deal will help connect online campaigns to in-store sales, and analyse the relationship between the two.

Yieldbot publishers' data can be bought and sold on a performance basis, and the IRI alliance will enhance this link. Yieldbot's platform technology will continually optimize based on real-time information about consumer activity, identifying and targeting 'intent that is performing', across mobile and desktop. Previously, the firm's software targeted preset DMAs (Designated Market Areas - definition), but these can now be switched on the fly according to what is getting the best results.

The partners say they will provide 'a unique methodology for accurately gauging and analyzing in-store sales lift'. 'Point-of-sale information is a vital metric for brands to understand what's working', says Yieldbot's CEO and co-founder Jonathan Mendez, 'and where future marketing dollars should be spent'.

Srishti Gupta, president, IRI Media Center of Excellence, comments: 'It's no secret that consumers both research and are influenced by online media before going into a store, but uncovering how digital advertising campaigns directly impact these offline sales is challenging... By expanding IRI's alliance with Yieldbot, we can now provide the tools and methodology that brands need to uncover the crucial digital path to purchase and help prove the value of investing in real-time consumer intent digital advertising'.

Yieldbot is headquartered in New York with offices in six other US cities. Web sites: www.yieldbot.com and www.iriworldwide.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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