In the US, Nielsen has partnered with online targeting data firm eXelate to integrate granular online and anonymous household-level offline data into eXelate's Targeting eXchange.
The eXelate eXchange is an open marketplace for behavioral targeting data, which enables data buyers to build an instant behavioral targeting function and optimize their campaign delivery.
Through the partnership, Nielsen's PRIZM, P$YCLE and ConneXions household segmentation systems will be combined with anonymous online interest and purchase data on the more than 150 million US monthly visitors who are part of the eXelate eXchange.
The firms say that this will provide advertisers and agencies with the same frame of reference and confidence when buying online impressions as they do when buying offline media.
'With the growing use of traditional data to reach precise online audiences, Nielsen's segmentation expertise brings tremendous value to brand marketers through eXelate's market innovating exchange,' stated Dwight Green, Nielsen VP of Digital Media. 'Major brands and agencies have relied on Nielsen data for over 35 years, and as those ad dollars move increasingly online, they now have a familiar, common language to help ensure their messaging is delivered to their exact audience.'
Web sites: www.nielsen.com and www.exelate.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.