Dentsu Aegis Network announces today that M1, the network’s 100 percent people-based insights, planning, activation and measurement platform, will be the first major agency network to link the consumer packaged goods that people buy to the media platforms they utilize with IRI®, the global leader in innovative solutions and services for consumer, retail and media companies. The M1 platform uses the industry’s only true people-based ID mapped to 250 million US adults enabling persistent ID across device. With this partnership, M1 will now allow custom audience creation utilizing IRI Verified Audiences™ and/or IRI ProScores® audiences linked to first- and/or third-party data and will bridge the gap from traditional shopper marketing to national brand marketing.
This partnership creates a first-of-its-kind people-based targeting solution so that Dentsu Aegis Network clients can now integrate the power of Verified, or 100 percent deterministic, Audiences based on de-identified data from 350 million national loyalty cards from the likes of The Kroger Co., the brands of Ahold Delhaize USA, Southeastern Grocers and more, into their customized M1 people-based audience builds. In addition to IRI Verified Audiences, Dentu Aegis Network clients will benefit from direct access to IRI ProScores, a proprietary audience targeting and segmentation methodology that predicts the propensity of each individual U.S. household to purchase in every CPG category, subcategory and major brand, or at a specific retailer.
“The closer to the source the purchase data is, the better,” said Eugene Becker, chief data officer for M1. “The fact that Dentsu Aegis Network clients can now combine IRI’s industry-leading shopper-level data with the power of true addressability that sits behind M1 will take their data capabilities far beyond that of their competitors.”
IRI’s shopper-based audiences are built upon the largest database of unique, verified household purchase behavior. These custom audiences can be based on a variety of behaviors, including brand spending, incentive buyers, new buyers, competitive purchasers, brand loyalists, switchers, lapsed or lost buyers, among numerous others. As a result of the integration, IRI’s UPC insight can now be paired with M1’s deterministic understanding of a specific consumer across multiple areas, including demographic, lifestyle and interests, finance, auto, social, and viewing behavior, to name a few. This translates to a more refined — and effective — targeting approach.
This partnership also empowers Dentsu Aegis Network clients and others with access to IRI Lift™, a media performance solution that seamlessly integrates IRI’s vast point-of-sale, frequent shopper, causal and media exposure data to empower marketers to fully understand actual in-store sales lift impact of ad expenditures in real-time throughout a campaign, rather than only after it is complete. Results are available within five weeks and can be broken out by campaign, creative, publisher, ad placement, execution and other factors. This type of reporting will be crucial for CPG marketers to see similar metrics on the national brand side as well as the retail media side.
“IRI’s vast data set, which combines de-identified data from millions of frequent shopper loyalty cards from more than 20 of the nation’s top retailers, provides the most detailed and precise shopper insights, behavior intelligence and consumer insights available today,” said Nishat Mehta, president of the IRI Media Center of Excellence. “By integrating data on what households are actually buying with the M1 platform, consumers can view ads that are the most relevant to them and marketers can effectively personalize their campaigns.”
About Dentsu Aegis Network
Part of Dentsu Inc., Dentsu Aegis Network is made up of 10 global network brands — Carat, Dentsu, dentsu X, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum — and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with more than 40,000 dedicated specialists. www.dentsuaegisnetwork.com
About IRI
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers, and financial services and media companies grow their businesses. A confluence of major external events — a change in consumer buying habits, big data coming into its own, advanced analytics and personalized consumer activation — is leading to a seismic shift in drivers of success in all industries. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI is empowering the personalization revolution, helping to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers, collaborate with key constituents and deliver market-leading growth. For more information, visit www.iriworldwide.com.
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