Nielsen JV and Specific Form Shopper Data Partnership

In the US, digital specialist Specific Media has partnered with ad performance specialist Nielsen Catalina Solutions to launch 'Shopper Access', a service which combines off-line purchase behavior with online ad data to provide insights into how advertising influences consumer purchases.

Formed in 2009, Nielsen Catalina Solutions is a joint venture between Nielsen and Catalina Marketing and provides access to 60 million households from a subset of Catalina's shopper data warehouse.

This data will now be matched with Specific Media's online audience, and further modeled using Nielsen Catalina Solutions' proprietary shopper profiles. As a result, the firms says brands will be able to activate marketing campaigns using purchaser-based definitions such as light or heavy shoppers of specific products and categories, shoppers of competitive brands, 'switchers', and other shopping-based behaviors.

Vic Catalfamo, Specific Media's VP and Head of Global Consumer Goods Category, comments: 'Our alliance with Nielsen Catalina Solutions will now allow our large base of CPG brand customers to reach shoppers whenever they are online, with display and video campaigns that are truly scalable across the Internet.'

Web sites: www.specificmedia.com and www.ncsolutions.com .