Data Company BlueKai Targets CPG Advertisers With IRI Partnership

BlueKai and Information Resources, Inc. just announced a partnership that will enable consumer packaged goods manufacturers to access IRI's offline shopping data through BlueKai and use it to target ads. This is the first time BlueKai has built a product for CPG advertisers and their agencies/ad buyers, the company said. BlueKai's senior director of business development Jeffrey Teng told me that by IRI's ProScore data, companies will now be able to divide their audience based on shopper types, the kind of product they're interested in, and the kind of brand they're looking for.

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