Nielsen announced the launch of its new digital measurement service Nielsen Buyer Insights – Precision Marketing to enable the activation and measurement of online advertising campaigns based on what people buy. The solution expands on the foundational Nielsen Buyer Insights deliverable that brings ad effectiveness insights to TV advertising campaigns, launched in 2012. The Precision Marketing service is built by combining consumer online activity with actual online and offline purchase activity from anonymized, privacy-protected credit card data of the Nielsen panel.
To date, four leading digital advertising platforms have signed on to offer this insight to their clients and leverage the ability to deliver buyer segmented audiences, ranging from the category level to heavy buyers of a single merchant.
Source: Nielsen Press Release