CANNES – As the North Star has been to navigation, television-targeting firm Simulmedia sees its partnership with Neustar as the most direct route to finding specific audiences on linear TV.

Providing closed-loop activation and measurement of ad campaigns, the Neustar deal is designed to optimize brand marketers’ “most precious asset”—their first party data, according to Simulmedia CMO Michael Zimbalist.

“What we do is to allow brands to take their customer file and use that as the basis for targeting on linear television,” Zimbalist says in an interview with Beet.TV at the annual Cannes advertising festival. “You can now create a panel representative of the U.S., of your own customers, and target lookalikes on television at scale.”

It’s reflective of decades of advertising research having shown that targeting purchasers in a particular category—even if they don’t buy your brand—returns the most from an advertising investment, Zimbalist says.

After Simulmedia runs a national TV campaign, it can provide Neustar’s MarketShare DecisionCloud analytics solutions with the ad delivery and conversion data to verify the true business impact of linear TV.

“We bring the reach of linear television and the performance and targeting of digital together,” says Zimbalist.

Beet.TV Coverage of Cannes Lions 2016, Beet Video Series, Cannes Lions 2016