Sales data can also be used for ongoing measurement of return on investment, the partners say.

Using purchase data from SymphonyIRI’s consumer panel, CPG advertisers can create their own audience segments and target them through media buys on Legolas’s marketplace.

Once live, a campaign’s effectiveness can be tracked by looking at data such as in-store sales lift.

SymphonyIRI’s Srishti Gupta says: “Brands can not only see the impact of online advertising on offline sales, they can also continually tailor their buys to reflect ongoing changes in consumer behaviour.”