Advantage Opens Shopper Targeting Division

In the US, insight-based marketing and tech services provider Advantage Solutions has launched a new business unit, Advantage Media, which will use its proprietary 'MomentAware' data management platform to target shoppers when they are most open to making a purchase.

Parent company Advantage Solutions offers business intelligence, retail merchandising, category management, shopper insights, and marketing services for a range of retail clients and consumer services providers. 'MomentAware' combines real-time and historical shopper location, activity and environmental data with past purchase, behavioral and demographic data to predict 'receptive moments' when shoppers are most open to purchase influence. It then aims to deliver 'the right message at the right time' through a variety of programmatic, real-time media and earned media channels.

Chris Boucher (pictured), SVP of Product and Marketing at Advantage Media, comments: 'Advantage Solutions has massive connectivity with shoppers inside and outside the physical store. We have combined location data with differentiated purchase intent signals to expand this reach into the digital media space'.

Web site: www.advantagesolutions.net .