NEWS17 March 2010

Nielsen and eXelate strike data partnership

Data analytics North America

US— Online data targeting marketplace eXelate has struck a deal with Nielsen that will see data from three of the latter’s offline household segmentation systems added to its offering.

Household data from Nielsen’s Prizm, P$ycle and ConneXions segmentations systems will be added the anonymous interest and purchase intent data captured from the 150 million unique monthly visitors that are part of the eXelate exchange.

Prizm groups American consumers based on demographics, lifestyles, shopping patterns and media preferences, P$ycle classifies households into 58 types based on demographics and financial behaviour and ConneXions aligns consumers into 53 segments by demographic and consumer technology adoption patterns.

Dwight Green, Nielsen’s vice president of digital media, said: “With the growing use of traditional data to reach precise online audiences, Nielsen’s segmentation expertise brings tremendous value to brand marketers through eXelate’s market innovating exchange. Major brands and agencies have relied on Nielsen data for over 35 years, and as those advertising dollars move increasingly online, they now have a familiar, common language to help ensure their messaging is delivered to their exact audience.”

In late 2009, Nielsen struck a deal with DataLogix to add Prizm data to the firm’s online Affiniti Data Platform and last month information from the segmentation system was added to the Mobclix mobile ad exchange.