Most advertisers use demographic data to place their ads, but a new project at Nielsen aims to change that, Ad Age reported Wednesday.
Led by Jon Mandel (photo at left), the Nielsen Connect service mines data from Nielsen TV ratings panel members and matches it with comparable data from Nielsen's consumer purchasing databases.
The resulting "fusion" data enables marketers to move away from demographic-based media plans and target consumers who use particular products.
That new approach allows advertisers to more directly influence consumer behavior, Mandel told Ad Age.
"What we are doing here is going to make the advertising marketplace a lot more efficient, because we're enabling the right transaction to occur," he noted.