• by Ben Frederick  @mp_benfred, January 13, 2016

Attribution on mobile just got easier for consumer packaged goods (CPG) brands.

Opera Mediaworks, a mobile ad platform for brands, and Nielsen Catalina Solutions (NCS), a marketing analytics firm that focuses on buyer behavior for CPG brands, announced a partnership today that will help advertisers deliver high-definition mobile video ads based on consumer purchase history.

The partnership will also enable measurement of the real impact that ads have on in-store purchases.

NCS has a rich data set made up of loyalty-card data from over 90 million U.S. households through 18,000 major grocery and drugstore retailers nationwide. Opera Mediaworks’ platform reaches 285 million mobile devices.

The video ads served will be HD, require no buffering and auto-play. Standard and rich media ads will also be served.

Mars Chocolate, TruMoo, and Horizon Media agency are among the first to utilize the new capabilities that the partnership presents.

Mike Owen, Opera Mediaworks EVP of North American Sales, said the major effect of this partnership would be to solidify marketer confidence in mobile advertising. “Clients can not only shift the dollars [into mobile], but they can prove to their board that their investments are working.”

Owen says that whether or not consumers like mobile ads, their effectiveness can still be measured, and the experience can be cleaned up. And, he notes that this is “one of the rare times in history that all of our clients are the end consumer.”

Owen says he sees marrying in-app consumption with NCS as one way to help the market move in the right direction.