The segments are based on consumers’ offline activities and attitudes, gathered from its Survey of the American Consumer, which is updated every year from 25,000 in-person interviews. The segments are accessible via three data management platforms: BlueKai, eXelate and Lotarne.

An example of some of the segments available are:

• Purchase researchers
• Use mobile phone for entertainment
• Will receive ads in exchange for services or lower costs
• Internet banking
• Prefer local and nutritious foods

“To build brands effectively, online advertising needs to be complemented with reliable information about the offline world of consumers — the magazines they read, stores where they shop, and products they buy,” said Florian Kahlert, managing director of GfK MRI.

“Tracking consumers’ attitudes and behaviours in every aspect of their lives has been our sole purpose for 30 years. We are thrilled to be bringing this expertise and insight to the online marketplace, with great help from BlueKai, eXelate, and Lotame.”