Press Releases

IRI Launches New Audience Builder Solution

Innovative solution grants clients direct access to IRI Verified Audiences via de-identified frequent shopper program data assets derived from over 350 million national shopper loyalty cards

CHICAGO — Aug. 28, 2018 — IRI®, one of the global leaders in innovative solutions and services for consumer, retail and media companies, today announced the launch of IRI Audience Builder, a new offering in IRI’s audience portfolio. IRI Audience Builder, in addition to the concierge-based audience development service, IRI Audience Desk, expands IRI’s audience development capabilities by providing clients with self-service access to the industry’s largest repository of de-identified multichannel retailer data. This powerful, web-based solution helps marketers, media planners and media buyers to build and activate IRI Verified Audiences, IRI’s 100 percent deterministic audience solution, in seconds as opposed to the hours and days it may take other products in the marketplace.

IRI Audience Builder, accessed through the IRI Liquid Data® technology platform, is powered by de-identified data from IRI’s industry-leading 350 million national shopper loyalty cards. These cards span numerous leading retailers and enable scalable, nationally representative, purchase-based audiences across the grocery, drug, club and convenience channels.

IRI Audience Builder is a flexible, intuitive and fast solution that helps users build 100 percent deterministic purchase-based audiences across a host of audience types, ranging from category and brand buyers to more complex audiences (e.g., switchers, heavy buyers and lost buyers). Within each audience type, users can select from a variety of parameters, such as IRI’s proprietary product hierarchy (from total store down to the individual UPC level); time period, from within the past 52 weeks down to the individual day; key engagement metrics such as dollar sales and trips; and geographies at the national and state levels.

IRI research has shown that IRI Verified Audiences deliver up to 4X higher return on advertising spend (ROAS) compared to traditional contextual or demographic targeting techniques. With Audience Builder, users will have direct access to size, activate and iterate these powerful, accurate audiences at will, and ultimately drive the optimal impact and return for their campaigns.

“IRI offers clients the richest loyalty card data in the industry, enabling extremely tailored and precise audiences that help marketers reach actual consumers with messages most relevant to them,” said Nishat Mehta, president of the IRI Media Center of Excellence. “We are proud to be a strategic partner for many of the nation’s leading retailers and leverage insights from hundreds of millions of loyalty cards to empower our clients with unprecedented personalization. With the launch of Audience Builder, our clients now have direct access to discover and create audiences against this industry-leading collection of behavioral data for more efficient engagement and, ultimately, more effective marketing.” 

“IRI’s customer-first attitude, innovative solutions and leading technology platform make them the perfect fit to help national advertisers create customized audiences for their brand-building campaigns through a single, user-friendly platform to enhance collaboration and growth, said Stuart Aitken, Kroger Group Vice President and CEO of 84.51°.

Audience Builder as well as 90-day trial demo IDs are available today. For more information, contact

Helpful Link:

Press Release: IRI Revolutionizes Precision Marketing with Launch of New IRI Personalization Suite on Liquid Data®; Enhanced IRI Audiences and IRI Lift™ Solutions Now Available


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 across multiple industries and sectors to create innovative joint solutions, services and access to capabilities to help its clients more effectively collaborate and compete in their various markets, and exceed their growth objectives. IRI is committed to its partnership philosophy and continues to actively enhance its open ecosystem of partners through alliances, joint ventures, acquisitions and affiliations. The IRI Partner Ecosystem includes such leading companies as 84.51°, Adobe, The Boston Consulting Group, comScore, Data Plus Math, Experian, GfK, Gigwalk, Google, Ipsos, Mastercard Advisors, MaxPoint, Omnicom, Oracle, Pinterest, Research Now, Simulmedia, SPINS, Survey Sampling International, Univision, Viant, Yieldbot 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, financial services and media companies grow their businesses. A confluence of major external events — a change in consumer buying habits, big data coming into its own, advanced analytics and personalized consumer activation — is leading to a seismic shift in drivers of success in all industries. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI is empowering the personalization revolution, helping to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers, collaborate with key constituents and deliver market-leading growth. For more information, visit

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IRI Contact:

Shelley Hughes
Phone: +1 312.474.3675       

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