• by Wayne Friedman , March 15, 2010

Big online data exchange eXelate has struck a deal with Nielsen to merge offline online data with Nielsen's valuable PRIZM household data -- information that looks at consumer lifestyles and purchase intents. 

Back in November, online targeting firm DataLogix began offering online planners and advertisers' data from Nielsen's PRIZM system. But eXelate says its deal with Nielsen is the first time a major data exchange will directly integrate both granular online and premium anonymous household-level offline data.

Traditional marketers have heavily relied on PRIZM in making media-planning and buying decisions on established media platforms. The move is an effort to steer traditional media into online media platforms.

Nielsen's PRIZM system classifies homes around specific segments, such as "blue-blood estates," "young digerati" and "country squires."

Matt Freeman, CEO of Mediabrands Ventures, stated: "With many of the leading 100 advertisers still spending a proportionately small share of their ad budgets in digital marketing, the addition of offline data from a respected partner like Nielsen will be a strong driver for increasing their confidence in online advertising."

Similarly, Dwight Green, Nielsen vice president of digital media for Nielsen, noted: "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."