Exponential Adds MasterCard Off-Line Spending Data

Ad intelligence provider Exponential Interactive has partnered with MasterCard's analytics arm to incorporate retail-level consumer spending behavior data into its online audience targeting services.

Exponential's e-X Advertising Intelligence Platform helps brands find and reach prospective customers and deliver targeted messages via display, video and mobile ads. Through its partnership with MasterCard Advisors, the US-based firm will incorporate MasterCard's retail data - including more than 25 billion transactions a year from 310 million cards in the US - into its platform. This data will allow the identification of custom audience segments, based on spending preferences, and these will be correlated with Exponential's online interest and intention data.

Dilip DaSilva, President and CEO of Exponential, comments: 'As consumers spend more time consuming media on digital devices, one of the challenges for the ad industry has been to connect off-line spending habits with online media consumption.'

Web sites: www.exponential.com and www.mastercardadvisors.com .