The Ignite CPG service ties InsightExpress’ digital ad measurement capabilities to data from other providers. As part of the latest deal, information from Kantar Shopcom’s multi-channel, point-of-sale purchase behaviour dataset of more than 231 million US consumers will be used by InsightExpress to examine how ad exposure drives in-store buying habits.

William Lipner, CEO and chairman at InsightExpress, said: “The ability to combine Kantar Shopcom’s consumer point-of-sale purchase behaviour data with our digital ad measurement data offers CPG marketers yet another opportunity to extract the most benefit from their marketing accountability research.”