Big consumer data and analytics firm Information Resources, Inc. (IRI) is teaming up with online audience data management platform BlueKai to create a new service enabling consumer packaged goods marketers and agencies to use IRI’s consumer purchasing data for targeting online audiences “at scale.”
The companies said the new platform also utilizes IRI’s predictive modeling service, ProScore Targeting.
On the heels of the FB/Acxiom/Dynamic Logic deal, this is another big step forward for online advertising. Now, let's work on better advertising experiences that go with better targeting.
Slightly puzzled as to how this is "at scale" when they're still using cookies?