Catalina Launches Mobile Ad Targeting Service

Point-of-sale data giant Nielsen Marketing has launched a mobile ad targeting solution called BuyerVision Mobile, through which CPG brands can deliver relevant ads to consumers, based on their previous in-store purchasing history.

Last year, the firm introduced online purchase-based targeting solution BuyerVision, which sends specific product ads to potential audiences. Its new service taps into shopper purchase data matched to anonymized households via the Nielsen Catalina Solutions joint venture, in order to target consumers via their mobiles while in-store, on the go, or at home.

Mike Nazzaro (pictured), CEO for Nielsen Catalina Solutions, comments: 'Matching mobile IDs to households via a privacy-compliant matching process allows marketers to personalize advertising for their desired audiences. Once an ad has been delivered, BuyerVision Mobile closes the loop by measuring in-store sales lift.'

Web site: www.ncsolutions.com .