4C and IRI Extend Relationship for Linear TV and OTT

Consumer data giant IRI has expanded its collaboration with marketing tech company 4C, to help advertisers better target cross-channel video planning and buying.

IRI's purchase-based data - which allows advertisers to combine insights about past purchases, specific brands and products - will be merged with the Audience Hub within the 'Scope by 4C' self-serve platform, through which brands can uncover audience insights, execute campaigns across screens, and analyze performance in a single tool. Marketers using Scope will be able to deploy this data across a variety of video planning and buying use scenarios - including audience-based linear TV planning and programmatic scatter buying, as well as OTT buying across such providers as Hulu, SlingTV and DirectTV Now.

Lance Neuhauser (pictured), CEO of 4C, comments: 'Our relationship with IRI is an exciting next step in the evolution of TV into a performance-driven medium that operates in ways we've come to expect of digital. As content and commerce become more intertwined, it's critical that we enable advertisers to activate purchase-based data for their cross-channel video strategies'.

Web site: www.4cinsights.com and www.iriworldwide.com .