Dive Brief: 

• 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. 

Dive Insight: 

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.