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Ipsos and I-Behavior in Affluent Consumers Deal
Ipsos has reached an agreement with WPP-owned behavioural targeting services firm I-Behavior, Inc. to help marketers manage and assess campaigns among affluent US consumers.
The deal enables I-Behavior to integrate and distribute digital audience segments based on the Ipsos Affluent Survey USA. Data from the survey, which has been running since 1976, will now be available for targeting affluent American consumers anonymously through digital media distributed through I-Behavior's Zipline DMP, Data Management Platform.
Evan Borak, SVP with Ipsos MediaCT in the U.S and Head of the Audience Measurement Group, says of the deal: 'Like many of the partnerships we engage in, the result is a targeted, solution-driven opportunity for marketers to make the most of their advertising budget.' I-Behavior Interactive General Manager, Keith Johnson comments: 'We're excited to partner with Ipsos to make this highly desirable universe of consumers available to digital marketers... By distributing the audience segments through Zipline DMP, we're also able to help advertisers track campaign performance and calculate ROI.'
In October, I-Behavior struck a deal with digital ad intelligence specialist Exponential Interactive to help advertisers target consumers online based on their high street purchasing habits.
Web sites are at www.i-behavior.com and www.ipsos.com .
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