Nielsen Catalina Solutions, the joint venture of Nielsen and Catalina that specializes in data and measurement relevant to the CPG industry, says it has expanded its Advanced TV Suite to include purchase-based ad targeting. The new capability will work alongside the suite’s existing capabilities, which track sales measurement.
Dual integration powers end-to-end use of purchase data for television buying and planning.
Starcom MediaVest Group has struck a deal with Nielsen Catalina Solutions to integrate the latter’s data into its TV planning and buying system on behalf of advertising clients. The partnership will help advertisers identify consumer segments with high potential for consumer packaged goods and over-the-counter purchases — and then select TV programs that reach these audiences.