Media Q1 2023 Newsletter

IRI and NPD recently came together to form Circana, uniting our unparalleled expertise, data assets, and strategic retail relationships across 26 industries. This, in turn, is already enabling us to offer marketers expansions to our Circana Audiences capabilities in three key areas:

1. More Predictive Audience Categories
   
   In March, Circana ProScores Audiences expanded into the toy and prestige beauty categories. Leveraging a unique mix of receipt data and predictive attributes, this advertising solution covers virtually every consumer in the U.S. and helps advertisers accurately identify those likely to buy specific categories and brands. ProScores deliver up to four times the return on investment of more traditional audiences. These new segments give toy and prestige beauty marketers the ability to increase the scale and accuracy of their audience targeting. Circana has since further enhanced its ProScores Audiences offering by adding more than 900 new audience segments across these general merchandise categories:
   • Foodservice
   • Video games
   • Apparel
   • Consumer technology
   • Mobile phones
   • Footwear
   • Home improvement
   • Housewares and home textiles
   • Major appliances
   • Automotive aftermarket
   • Small home appliances
   Look for even greater expansion in the number of ProScores Audience segments we offer across the general merchandise categories in the months to come.
    
2. More Purchase-based Audiences
   
   Circana also recently bolstered the Circana Verified Audiences we offer to our CPG clients. We build these from 100% deterministically identified households and do so using four times more coverage than any other CPG data provider. We are constantly working to further expand the unsurpassed depth and breadth of these offerings, and we recently did with the addition of loyalty card data from 7-Eleven and Speedway.
   
   Circana now has 37 major retailer partnerships fueling this data. We recently became the exclusive trusted third-party data partner for Walgreens. This relationship, plus our status as the sole provider of loyalty card data from Kroger and other large partners, gives us exclusive access to more than 210 loyalty cards. Circana’s unrivaled reach enables us to offer deterministic audiences covering 93% of U.S. households.
    
3. More Delivery Mechanisms
   
   We are also increasing marketers’ options for using and accessing Circana Audiences by offering a growing range of delivery mechanisms. This includes the syndication of our Audiences to a growing number of platforms, ad tech, TV, and CRM partners. Our Audiences are now syndicated on more than 20 major data management platforms and demand-side platforms, where they can be found using the search terms Circana, IRI, and NPD. Clients can also build their own 100% deterministic audiences using our Audience Builder solution on Circana’s Liquid Data® platform. Or they can have us build audiences for them to fit their specified criteria.
   
   And now, Circana is providing an even more flexible option with our new data-as-a-service (DaaS) solution. Circana DaaS enables advertisers to access Circana transaction data, ProScores data, and our purchase attributes within their preferred clean room. We have active clean room integrations with LiveRamp SafeHaven, Snowflake, Epsilon, Choreograph, and InfoSum, with more on the way.
   
   And We’re Just Getting Started
   
   Because Circana Audiences deliver up to four times the lift of other audiences, we understand the importance of expanding these offerings to new segments and delivery methods. We are working hard on these ongoing enhancements to help our media clients achieve better return on ad spend across even more industries and geographies.
   
   Questions?
   
   For more information about Circana Audiences, email us at media@circana.com.