This is the result of a partnership formed last year between GfK and local audience data specialist, Eyeota. It means GfK’s consumer purchasing power data, which is mostly gathered offline, will be available to online advertisers. 

The two companies have extended their European Purchasing Power portfolio of data segments to cover some retail categories in more detail and look at offline behaviour.

Niko Waesche, head of customer and audience activation at GfK, said: “Remember: not all products are purchased online, so our data, which assesses how people spend in offline retail channels, is incredibly valuable for advertisers. GfK Purchasing Power is the most the accurate way to engage audiences with high, medium and low purchasing power and helps advertisers segment campaigns to specific audiences.”