Accountability Is Knowing Who Consumers Really Are: IRI’s Mehta

CANNES – IRI has almost 400 million reasons why television should no longer be planned and bought based on traditional age/gender metrics and related proxies. That’s the number of consumer loyalty cards the company can access to discern what virtually every U.S. household purchases offline. But until recently, data from those cards has taken a […]

 
 

Initiative’s Gilbert: As Live Content Grows, Digital Mirrors Linear TV

Premium content, a multitude of new partnerships and how brands can create authentic resonance with consumers are the “common threads and themes” that Initiative’s Adam Gilbert takes away from the Digital Content NewFronts 2018. He also traces the arc of a digital content ecosystem that is in a sort of “retrograde” phase as live content […]

 
 

‘Bullish On Data Marketplace,’ Dentsu Aegis Adds IRI To M1 Platform

While there’s no shortage of data available for enhanced consumer targeting, some advertisers still cling to gross rating points and broad demographic targets. “Some clients are opting in a little bit more than others,” says Anthony Laurenzo, SVP, Non-Linear Video, Dentsu Aegis. “We’re starting a slow evolution away from age and gender demography to more […]

 
 

IRI’s Mehta Helps Alphonso Follow TV Viewers To The Store

SAN FRANCISCO — Often, the end goal for a TV advertisement is to drive a consumer to purchase a product in a store. But what if the point of purchase was the start, not the end, of the whole strategy? That’s a question IRI, a marketing data company, is posing to advertisers.  Founded to capitalise […]

 
 

Alphonso And IRI Data Match Produces Scale For TV Attribution, Informs Digital Campaigns

SAN FRANCISCO – Matching IRI purchase data for 100+ million households with television ad exposure data from Alphonso’s 34 million household penetration produces “the missing piece” of multi-touch attribution. What finishes the puzzle is 12 million common households and more ways that TV can help to inform digital. “We’re seeing a full circle here where […]