NAPA, CA  — In this video interview, Nielsen global media products EVP Amit Seth says Nielsen Audience Segments already knows audiences’ offline behavior including their TV viewing, buying behavior and lifestyle segment. But, with the latest update and the imminent addition of a second big data provider, it will also know which stores and restaurants they visit, as well as their income.

“You could be a visitor to Home Depot or, when you do clothes shopping, you might be going to a Nordstrom,” Seth says. “We’ll have that qualified on your cookie, as well as which restaurants you eat (at). I will have a cookie marked with ‘hey this person usually has breakfast at McDonalds’.

Nielsen is doing an increasingly good job at rolling out Online Campaign Ratings (OCR), its measurement tool that uses Facebook data to qualify the effectiveness of digital ad campaigns. But soon OCR will know much more about the demographics of audiences who view online ads.

“There are more data providers lined up for OCR. With Facebook and OCR, we have age and gender – but, with the second provider, we (will) bring in information, say, on income of people. We (will) bring best of breed in to OCR.”

Seth was speaking at TubeMogul University, a customer event organized by the Emeryville video ad tech firm.

Update: 10.21  Nielsen will partner with Experian unit for OCR.  Here is a report in Adweek.