Catalina Adds TV Viewing Data to Shopper Platform

In the US, shopper intelligence specialist Catalina has partnered with TV platform Cadent to add linear TV, advanced TV and OTT programming data to its BuyerVision managed service, which also includes digital and in-store activation data.

BuyerVision offers a targeting solution for CPG advertisers, identifying high potential buyer audiences for specific product types, based on in-store purchasing, and engaging them 'wherever they are online'. The Cadent Viewer Graph, which links multiple TV devices back to a viewing household, will now be integrated with the Catalina Shopper ID Graph, which covers 107 million US households, connecting TV and digital campaigns to in-store purchases.

Catalina will offer a full suite of in-store, digital and TV services, including linear, addressable and OTT through the Cadent Platform and its own channel agnostic Media Network, using its real-time, one-to-one deterministic shopper data. According to the firm, this will help advertisers to understand shopper behavior, customize their audience segments and optimize media in real-time to deliver personalized messages and creative wherever consumers are watching TV or engaging with digital services.

Catalina EVP, Chief Commercial Officer Kevin Hunter (pictured) comments: 'The value of this partnership - using data and analytics to gain a better understanding of the shopper journey, what they're watching and the device they're using - is incalculable to marketers today. We're thrilled to partner with Cadent and bring next generation TV to our brand, agency and retail partners'.

Web sites: www.catalina.com and www.cadent.tv .