via MediaPost
In an ironic turning of the media planning tables, online advertisers and agencies are about to get access to one of the primary methods used by their offline counterparts to target consumers based on their lifestyles, media usage and purchasing patterns. In a deal with Nielsen Co., online targeting firm DataLogix will begin offering online planners and advertisers the ability to target users based on Nielsen’s PRIZM segmentation system, which clusters every American household into discrete consumer lifestyles and purchase intents.
The deal, which is not exclusive, is the latest in progression of online targeting firms that are incorporating offline databases and segmentation systems that correlate online users to offline consumer behavior.
“We’ve built a bridge that will start a new phase of online targeting,” boasts Justin Evans, senior vice president-marketing and strategy at Nielsen Co., who struck the PRIZM deal with DataLogix. “The way marketers manage consumers in the offline world can be ported online.” read full article here.
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