Viacom and AmEx Link to Develop Ad Targeting Tool

In the US, broadcast and cable company Viacom has partnered with American Express to develop an ad targeting product called 'Vantage Intent, powered by AmEx' which will provide insights about consumer purchase intent across television, digital, and social media.

The partnership brings American Express' data capabilities together with Viacom's predictive and targeting engine to create a new tool. Using advanced analytics models, American Express will analyse most of the $1 trillion in transactions on its 'closed loop' network, and the partners' data scientists will then develop predictive insights about the buying preferences and patterns of a 'desired' consumer population. From these insights, Viacom and American Express will create audience segments for advertisers, to target audiences across Viacom channels.

Kern Schireson (pictured), Viacom's EVP, Data Strategy and Consumer Intelligence, says Amex's closed-loop analysis will give the new tool the ability 'to do something unprecedented - forecast commercial intent before it has formed and target the right moment in time to reach people'.

Web sites: www.viacom.com and www.americanexpress.com .