Nielsen and DataLogix in Targeting Partnership

Nielsen and online targeting firm DataLogix have partnered to enable advertisers to target consumers based on their lifestyles, purchasing habits and media usage.

Under the agreement, DataLogix' Affiniti Data Platform - an ad targeting platform which enables clients to reach Internet users based on their offline behaviors - has been added to Nielsen's PRIZM demographic and lifestyle segmentation tool.

Each household in the Affiniti database will be assigned to one of Nielsen's 66 PRIZM segments, which cluster Americans based on demographics, lifestyles and shopping patterns at a household level. The tool uses lifestyle terms such as 'Blue Blood Estates', 'Young Digerati' and 'Country Squires' to define specific sections of the population.

Such segments have been used for more than 35 years to help advertisers and marketers understand who their best customers are, what their purchasing preferences are, and how to reach them.

'PRIZM segments fuel the traditional marketing spending decisions of many of the country's largest brand advertisers,' stated Eric Roza, President of DataLogix. 'Affiniti's integration with leading agencies, ad networks and publishers, allows Nielsen to offer all of their clients a true multi-screen segmentation solution for the first time.'

Nielsen's SVP for Marketing and Strategy Justin Evans said that the partnership would apply techniques that have been proven offline for decades.

Separately, DataLogix (formerly known as NextAction) has taken $15m of a planned $18m first financing round from General Catalyst Partners and entrepreneur Rob Gierkink.

Web sites: www.nielsen.com and www.datalogix.com .