• by Melynda Fuller , December 12, 2017

Condé Nast announced Tuesday it will become the first company to utilize data purchased from Nielsen Catalina Solutions (NCS) in an effort to amplify “audience-based buying capabilities for its CPG, beauty and OTC advertisers.”

Karthic Bala, head of data strategy at Conde Nast, told Publisher’s Daily: “Over the last year and a half, Condé [Nast] has been building the AI technology that can be used to optimize campaigns in real time to increase performance.”

Spire, Condé Nast’s proprietary data and optimization platform launched in 2015, will utilize the data collected by NCS to allow advertisers to capitalize on potential customers in real time. 

The decision to partner with NCS follows the acquisition of 1010Data in 2015 and the acquisition of CitizenNet in 2017. Data partnerships with Jumpshot, IMS and Crossix also support the move.

“The in-flight optimization platform that NCS provides is a big incentive to launch now and this will help us give our customers the ROI they desire,” says Bala. The data from NCS will increase a client’s campaign success by immediately pinpointing the right buyers. 

By creating an automated technology bridge between NCS and Condé Nast’s data, the company can offer incentives to potential advertisers, such as providing them with data to help with advantageous ad placement. It also allows them to tap into specialized segments of readership inclined to invest in their product, “based on real-time brand sales trends while a campaign is in flight,” he added.

“The rapid speed of change in consumer’s purchasing behavior has created a significant need with regards to the evolution of audience-based buying strategies in contextually brand-safe environments," stated Craig Kostelic, Chief Business Officer of The Lifestyle Collection at Condé Nast.

He sites the partnership as a move that will heighten the company’s understanding of purchasing behavior to increase revenue.