Simulmedia and IRI partner on purchase-based targeting

The partnership allows CPG marketers to use IRI ProScores, a purchase-based, predictive shopper audience targeting solution, with Simulmedia on linear TV to target consumers based on purchase behaviour rather than traditional demographic data. 

Simulmedia’s Performance TV platform is powered by device viewing data from millions of US households. 

“We’re thrilled to be partnering with IRI,” said Tim Spengler, president and chief revenue officer of Simulmedia. “With ProScores targeting now built into Simulmedia’s performance TV platform, we can empower innovative marketers to easily align their digital and TV strategies and achieve powerful results.”