IRI, Rentrak and comScore Make Shopper Behavior Link

Retail and healthcare data giant IRI has partnered with digital research specialist comScore and audience analysis firm Rentrak to launch a solution linking cross-media advertising to actual shopping behavior.

The new solution is based on the IRI ProScores model, which forecasts each consumer's expected future spending on a brand or category. Through the partnership, IRI is able to offer data that is integrated across multiple dimensions, including its own point-of-sale (POS) and panel data, comScore's digital ad exposure data, Rentrak's TV viewership data, and, when available, client data.

The firms' existing data links more than 10,000 brands and categories to each of the hundred million plus households in the US, allowing the partners in turn to link every ad run in real-time to every household.

IRI President and CEO Andrew Appel (pictured) comments: 'IRI and its partners are sparking a revolution in how manufacturers and retailers identify, target, activate and measure shopper marketing programs. These solutions create new opportunities for one-to-one cross-media relationships with shoppers, reduce ad waste and marketing costs, and bring consumers more relevant and impactful offers.'

Web sites: www.iriworldwide.com , www.comscore.com and www.rentrak.com .