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Meet Our Partners: Q&A with IRI

TruAudience® solutions enable the marketing ecosystem to leverage data and identity with trust. In this series, we will introduce the partners who are critical to our success.

Can you tell me more about IRI and what your role is there?

IRI helps more than 5,000 clients around the world (ranging from 95% of Fortune 100 companies to a growing roster of small and midsize businesses) make smarter decisions, take faster actions and achieve better performance. We offer the CPG industry’s largest repository of purchase, media, social, causal and loyalty data — all integrated into the cloud-based IRI Liquid Data™ technology platform. This includes data from more than 500 million loyalty cards, including roughly 288 million available only to our clients through our exclusive partnerships with Kroger, Walgreens and BevMo!

As Executive Vice President of Global Media at IRI, I lead a team that helps brands strategically target, measure and optimize their campaigns across channels, saving them millions of dollars in the paid, owned and earned media space. We focus on innovations that enhance targeting and analytics to help advertisers develop deeper, more valuable relationships with the consumers who matter most to them.

What verticals do IRI Audiences specialize in? How are they leveraged via the TruAudience Data Marketplace?

IRI Audiences are available for all major CPG verticals (including beer, wine and spirits), as well as the OTC health vertical. These audiences are organized by category and subcategory within the TruAudience® Data Marketplace for easy accessibility by marketplace users.

What trends are you seeing with first-party data usage in connected TV (CTV)?

First and foremost, we’re seeing brands rely more and more on first-party CTV data as cookie deprecation continues in digital advertising. As well, networks are opting to develop clean rooms where they can securely combine their first-party data with IRI data. Plus, it’s evident platforms and CPG companies are focusing on enhancing their first-party data, then layering IRI data onto their records to prepare for the increasingly privacy-centric media landscape we’re entering.

How are you measuring the omnichannel impact of your audiences?

Our IRI Lift™ solution integrates our vast point-of-sale, frequent shopper, causal and cross-platform media exposure data to allow companies to evaluate actual sales impact of advertising at the product level by individual consumers and households. This empowers marketers to fully understand the actual in-store sales lift impact of their ad spend across multiple channels. They can choose to get topline results for a single campaign or far more detailed reads by campaign, publisher, creative, execution, ad placement and other factors. Using IRI Lift, they can see what’s working in real time and make changes mid-campaign to optimize their media spend for more effective marketing personalization and a better return on advertising spend.


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