Press Releases

IRI Announces Next Generation Purchase-Based Targeting Capabilities With IRI Verified Audiences

CHICAGO Jan. 11, 2017 — IRI®, a global leader in innovative solutions and services for consumer, retail, media and over-the-counter health care companies, today announced the launch of its next generation targeting solution, IRI Verified Audiences™, which uses the industry’s most robust set of frequent shopper program (FSP) loyalty data to enable targeted campaigns based on actual purchase behavior. Purchase-based targeting results in campaigns that achieve a 50 to 100 percent return on advertising spending compared to other targeting methods.

“We are leveraging the richest FSP loyalty data available from more than 120 million loyalty cards, dozens of other data sets, thousands of on-demand segments and sophisticated proprietary algorithms to offer the industry’s most precise targeting capabilities with IRI Verified Audiences,” said Andrew Appel, president and chief executive officer, IRI. “Marketers continue to struggle with getting the right message to the right consumer at the right time because they are often relying on inaccurate or incomplete consumer data. With the verified purchase data available through IRI Verified Audiences integrated with our unmatched data sets, such as credit card purchase data, online click-stream data and mobile location data, we can help marketers seamlessly execute highly targeted campaigns to achieve maximum impact.”

IRI Verified Audiences provides advertisers and agencies superior quality and depth of data:

  • Verified addressability. IRI Verified Audiences connects brands and retailers to consumers and shoppers based on verified spending for a particular category, subcategory, brand or product. These are exclusive, verified purchase-based audiences at scale, with 120 million loyalty card holders from various partners and retailers.
  • Enhanced accuracy and effectiveness. IRI Verified Audiences relies on verified purchase data as opposed to contextual and behavior-based audiences – providing more accurate and effective targeting.
  • Long-term view. IRI audiences are built on longitudinal data with a long-term view of the consumer, enabling advertisers to understand the consumer’s basket today and years ago. 
  • Most comprehensive category coverage. IRI can provide targeting and measurement for even the most complex and elusive categories, including alcohol, OTC/beauty, deli, fresh, bakery, pet, private label, baby, general merchandise, gift cards, greeting cards, movies, ethnic groups and convenience stores.

IRI’s audience targeting solutions combined with our industry-leading IRI Lift™ platform are an integral part of IRI’s personalization suite of capabilities to empower marketers to better target, optimize and measure the sales impact of every marketing activation dollar.

About the IRI Partner Ecosystem

IRI fundamentally believes that delivering differentiated growth for clients requires deep, highly integrated partnering with a variety of best-of-breed companies. As such, IRI works closely with a broad range of industry leaders to create innovative joint solutions, services and access to capabilities to help its clients more effectively compete in their various markets and exceed their growth objectives. IRI is committed to its partnership philosophy and continues to actively enhance its ecosystem of partners through alliances, joint ventures, acquisitions and affiliations. The IRI Partner Ecosystem includes such companies as Adobe, The Boston Consulting Group, comScore, Experian, GfK, Gigwalk, Ipsos, Kantar Shopcom, MasterCard Advisors, MaxPoint, Millward Brown Digital, Mu Sigma, Oracle, PlaceIQ, Research Now, SPINS, Univision and others.

About IRI

IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers and media companies to grow their businesses. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI helps to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver market-leading growth. A confluence of major external events – a revolution in consumer buying, big data coming into its own, advanced analytics and automated consumer activation ­– is leading to a seismic shift in drivers of success in all industries. Ensure your business can leverage data at

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IRI Contact:
Shelley Hughes
Phone: +1 312.474.3675

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