In the US, audience targeting exchange company eXelate has partnered with shopper insights specialists Nielsen Catalina Solutions to give CPG marketers access to data on in-store purchasing behaviour.
Nielsen first announced a partnership with eXelate in March last year, integrating its granular online and anonymous household-level off-line data into eXelate's Targeting eXchange.
To power the new system eXelate collects data from online and off-line organizations and delivers marketing insights on more than 300 million global unique users. The company claims to be the 'world's largest digital data engine powering 60 billion privacy-compliant data transactions for 200 media companies every month.'
Nielsen Catalina Solutions will use eXelate's platform to 'accelerate the audience buying and selling process' and to centralize and extend privacy protocols such as consumer profile preferences, opt-out and Do Not Track functions.
According to Nielsen Catalina CEO Mike Nazzaro: 'Teaming with eXelate allows us to increase the online consumption of our most valuable assets, our data and advertising effectiveness analytics. eXelate gives us technology to centralize and easily package, price and promote our high-value data across multiple channels. Most important however, is that Nielsen Catalina Solutions' analytics will help CPG (consumer package goods) advertisers achieve and potentially exceed their digital advertising ROI goals by empowering them to reach audiences based on actual purchase data to help make better marketing decisions.'
Mark S. Zagorski, CEO of eXelate, who took over just before Christmas, adds: 'We're thrilled that Nielsen Catalina Solutions will also now use eXelate's platform as the technology backbone for developing a critical component of its data marketing strategy. eXelate will enable the company to productize its audience data, and seamlessly deliver it in a privacy-friendly manner, thereby creating new and sustainable revenue streams.'
Nielsen Catalina Solutions is a joint venture of Nielsen and Florida based print communications firm Catalina Marketing Corporation.
The companies can be found online at: www.exelate.com and www.ncsolutions.com .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.