Partnership Combines TV and Online Audience Data With Loyalty Card Purchase Numbers
BATAVIA, Ohio—Nielsen Co. has struck a deal to combine its TV ratings and online-audience measurement data with Catalina Marketing’s loyalty-card purchase data in a joint venture they claim can increase efficiency of the package-goods industry’s $20 billion in media outlays by at least 10%.
Nielsen Catalina Ventures, which expects to begin selling data by mid-2010, is the latest in a long line of efforts to create a single-source database....