Madison Avenue is taking one more step in its ongoing quest to change how advertising is measured, states Variety, which added that as “TV’s annual “upfront” ad-sales season looms, Interpublic Group and Nielsen have struck a wide deal that will give new ballast to the advertising company’s clients as they try to make sure the right sets of consumers see their commercials.

“Under terms of the deal, Interpublic’s IPG Mediabrands unit will be able to match specific types of consumers with Nielsen audience data culled from shopper loyalty cards and other kinds of transaction data.  The result, says Arun Kumar, global chief data and marketing technology officer at IPG Mediabrands, is advertising that should work more efficiently and annoy fewer consumers.”

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