Leverage purchase-based targeting to maximize campaign efficiency and effectiveness.

With hundreds of data providers and thousands of different audiences in the marketplace, media planners and buyers have a challenge determining which combination of targets will deliver the best reach and return within budget. However, purchase-based audiences allows marketers to target consumers based on actual in-store shopping behavior, which is proven to deliver up to 3-4x sales lift a 20% increase in ROAS.

IRI Audiences uses the largest repository of multichannel retailer data in the industry, including anonymized data from 500+ million shopper loyalty cards, to help marketers to improve targeting and activation. Its audience solutions, which ensure consumer privacy is protected, include:

  • 100% deterministic IRI Verified Audiences
  • Propensity to purchase IRI ProScores® Audiences
  • The combination of both with IRI Complete Audiences

Audiences can be requested via IRI's full-service audience desk or created directly using IRI Audience Builder. They can be activated against all addressable, direct-to-consumer touch points including online, social, mobile, email, direct mail and TV.

To ensure even greater privacy compliance, IRI Audiences also gives users access to Neutronian Data Privacy Scores. This framework gives marketers clear guidance on data privacy risk when deciding which data and media partners to utilize for a campaign. From audience targeting through campaign activation, IRI Audiences allow you to reach the best prospective customers more accurately, more affordably and in a manner that is future-proofed for tomorrow’s increasingly stringent privacy landscape.

Learn more about IRI's other pre-campaign capabilities: Consumer Insights and Media Planning

See How It Works  


IRI Audiences are a collection of purchase-based targeting and activation solutions that enable marketers to reach households that purchase products and households that are likely to purchase.  



Quickly size and create
audiences in minutes and hours, not days and weeks

Accurately reach
qualified prospects for less wasted impressions

Target scaled audiences
based on specific and complex behaviors, leveraging IRI’s total U.S. reach

Client Success Stories 


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