Catalina in Purchase-Based OOH Audience Targeting Deal

In the US, shopper intelligence firm Catalina has partnered with out-of-home (OOH) buying program AdQuick to launch a purchase-based audience targeting and sales lift measurement insights service for OOH media buyers.

The new product uses real-time, purchase-based insights to understand the behavior of buyers exposed to OOH media. The firm's purchase data and shopper ID graph - which spans more than 103 million households and 1.9 billion device IDs - has been added to AdQuick's service, to enable CPG advertisers to reach their ideal audiences and measure effectiveness with OOH media.

Brian Dunphy (pictured), SVP, Digital Business & Strategic Partnerships at Catalina, comments: 'This partnership is an important step in realizing our goal to become the preeminent partner for purchase-based audiences and sales lift measurement for OOH programmatic partners, media owners, and agencies at a time when CPG brands are rightfully demanding a strong ROAS. Thanks to partnerships with innovators like AdQuick, we can provide our brand, retailer and agency clients with exciting new options for buying and measuring out of home media that truly impact the bottom line'.

Web sites: www.catalina.com and www.adquick.com .