NEWS18 May 2016

Amex data used in ad partnership with Viacom

Data analytics Finance Media News North America

US – Viacom and American Express have embarked on an exclusive targeted TV ad partnership combining the financial services firm’s data capabilities with Viacom Vantage, its predictive and targeting engine.

The new product – called Viacom Vantage, powered by Amex – will give marketers insights into consumer purchase intent across TV, digital and social.

Kern Schireson, executive vice-president, data strategy and consumer intelligence at Viacom, said: “Amex’s closed-loop analysis will give Vantage Intent, powered by Amex the ability to forecast commercial intent  before it has formed and target the right moment in time to reach people.”