- A partnership between Acxiom, Experian, and Nielsen-Catalina, a return-on-investment data joint venture, has spawned a new product that can tell ad buyers which specific ads encouraged purchases.
- What Nielsen is calling multi-touch attribution (MTA) is a new product that cross-references white-listed transactional records with viewer habits to offer more specific metrics for advertisers.
- The first brand to test out MTA is Kraft and a spokesperson told Adweek that the brand is happy with the results so far.
This product is exactly what marketers and advertisers have for some time been calling for. The ability to pinpoint viewers' buying habits — rather than relying solely on blanket demographic data — could be super valuable to brands. There is an opportunity to cut wasteful ads while also offering a way for brands to serve up more ads that people actually want to see.