Data fusion deal for Nugg.ad and Nielsen

GERMANY-- Nugg.ad is to fuse purchase data from Nielsen's Homescan service to its predictive behavioural targeting platform in a bid to enhance advertisers' abilities to reach the right people online.

Actual shopping data will be combined with the anonymous survey data Nugg.ad collects from people visiting its partner websites to provide more detailed profiles of web users – going beyond demographics, lifestyle and product interests to model the types of brands and goods certain groups are likely to purchase.

Nugg.ad managing director Stephan Noller said the deal adds “a new dimension to the quality of our predictive targeting technology”.

The service will be available in Germany and the UK from September.

Nielsen's tie-up with Nugg.ad follows a similar deal in the US to add Homescan data to the personality profiles developed by Mindset Media for the purposes of online ad targeting.

Author: Brian Tarran