Nielsen Catalina and 4INFO Link for Mobile Ad Measure

US joint venture company Nielsen Catalina Solutions has partnered with mobile advertising network 4INFO, to help CPG brands measure the impact of ad campaigns aired on mobile devices.

The firm was formed in 2009 as a joint venture between Nielsen and Catalina Marketing Corporation, to help clients link marketing exposure with purchasing behavior. This latest alliance will link Nielsen Catalina Solutions' purchase data from 60 million shopper households, with mobile viewing data from 70 million unique users tracked by 4INFO's AdHaven platform.

The data is matched using a third-party agent, aggregated and de-identified to enable CPG brands to understand how well mobile ad campaigns are driving actual consumer buying behavior across a cross-section of retailers.

'Building on our vast expertise in online analytics and television measurement, as well as leveraging Nielsen's leadership position in measuring ad effectiveness across platforms, this new mobile offering will measure actual changes in a CPG brand's sales volume based on exposure to the brand's ad on 4INFO's mobile advertising network,' states Nielsen Catalina CEO Mike Nazzaro (pictured).

Web sites: www.ncsolutions.com and www.4info.com .