Deal Gives IRI Clients Use of Epsilon Clean Room

In the US, consumer data provider IRI and ad and marketing tech company Epsilon have connected the latter's identity solution CORE ID with IRI's CPG transaction data, through Epsilon's clean room, PeopleCloud Prospect.

Publicis-owned Epsilon offers the clean room pre-loaded with its proprietary data, which is aligned to brand and partner data through the curation of purchase, behavioral and additional signals, using 380 billion daily data points captured in real time. The new partnership enables CPG firms to use the clean room and IRI's CPG transactional dataset to create their own closed-loop data ecosystem for insights, audience development, activation and measurement.

IRI transaction files include brand, UPC, purchase time, number of each item purchased, price, basket total and categories, and is aligned to CORE IDs across all brand touch points, devices and groups. Together, Epsilon's clean room - equipped with more than 200 million CORE IDs in the US - and IRI's transaction data set enable CPG marketers to maximize campaign reach and analytics with granular purchase-based audiences across all end points.

Jennifer Pelino (pictured above), IRI's EVP and Head of Global Media Solutions, says the partnership will create a closed-loop path for CPG brands, offering marketers a 'robust' media planning, activation and measurement platform. Kate Sirkin (below), EVP Global Data Partnerships at Epsilon, adds: 'Epsilon's 'smart' clean room can enable analytics teams to focus more on generating actionable insights and less on the mechanics of operating the clean room. Our approach brings together curated datasets to maximize a CPG brand's ability to plan with an integrated platform and move seamlessly to execution, driving greater value against their marketing campaigns'.

Web sites: www.iriworldwide.com and www.epsilon.com .

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