Market Overview

IRI Launches New Audience Builder Solution


Innovative solution grants clients direct access to IRI Verified
Audiences via de-identified frequent shopper program data assets derived
from over 350 million national shopper loyalty cards

IRI®, one of the global leaders in innovative solutions and
services for consumer, retail and media companies, today announced the
launch of IRI Audience Builder, a new offering in IRI's audience
portfolio. IRI Audience Builder, in addition to the concierge-based
audience development service, IRI Audience Desk, expands IRI's audience
development capabilities by providing clients with self-service access
to the industry's largest repository of de-identified multichannel
retailer data. This powerful, web-based solution helps marketers, media
planners and media buyers to build and activate IRI Verified Audiences,
IRI's 100 percent deterministic audience solution, in seconds as opposed
to the hours and days it may take other products in the marketplace.

IRI Audience Builder, accessed through the IRI Liquid Data®
technology platform, is powered by de-identified data from IRI's
industry-leading 350 million national shopper loyalty cards. These
cards span numerous leading retailers
and enable scalable,
nationally representative, purchase-based audiences across the grocery,
drug, club and convenience channels.

IRI Audience Builder is a flexible, intuitive and fast solution that
helps users build 100 percent deterministic purchase-based audiences
across a host of audience types, ranging from category and brand buyers
to more complex audiences (e.g., switchers, heavy buyers and lost
buyers). Within each audience type, users can select from a variety of
parameters, such as IRI's proprietary product hierarchy (from total
store down to the individual UPC level); time period, from within the
past 52 weeks down to the individual day; key engagement metrics such as
dollar sales and trips; and geographies at the national and state levels.

IRI research has shown that IRI Verified Audiences deliver up to 4X
higher return on advertising spend (ROAS) compared to traditional
contextual or demographic targeting techniques. With Audience Builder,
users will have direct access to size, activate and iterate these
powerful, accurate audiences at will, and ultimately drive the optimal
impact and return for their campaigns.

"IRI offers clients the richest loyalty card data in the industry,
enabling extremely tailored and precise audiences that help marketers
reach actual consumers with messages most relevant to them," said Nishat
Mehta, president of the IRI Media Center of Excellence. "We are proud to
be a strategic partner for many of the nation's leading retailers and
leverage insights from hundreds of millions of loyalty cards to empower
our clients with unprecedented personalization. With the launch of
Audience Builder, our clients now have direct access to discover and
create audiences against this industry-leading collection of behavioral
data for more efficient engagement and, ultimately, more effective

"IRI's customer-first attitude, innovative solutions and leading
technology platform make them the perfect fit to help national
advertisers create customized audiences for their brand-building
campaigns through a single, user-friendly platform to enhance
collaboration and growth," said Stuart Aitken, Kroger Group Vice
President and CEO of 84.51°.

Audience Builder as well as 90-day trial demo IDs are available today.
For more information, contact

Helpful Link:

Press Release: IRI
Revolutionizes Precision Marketing with Launch of New IRI
Personalization Suite on Liquid Data®; Enhanced IRI Audiences and IRI
Lift™ Solutions Now Available

About the IRI Partner Ecosystem:

IRI fundamentally believes that delivering differentiated growth for
clients requires deep, highly integrated partnering with a variety of
best-of-breed companies. As such, IRI works closely with a broad range
of industry leaders across multiple industries and sectors to create
innovative joint solutions, services and access to capabilities to help
its clients more effectively collaborate and compete in their various
markets, and exceed their growth objectives. IRI is committed to its
partnership philosophy and continues to actively enhance its open
ecosystem of partners through alliances, joint ventures, acquisitions
and affiliations. The IRI Partner Ecosystem includes such leading
companies as 84.51°, Adobe, The Boston Consulting Group, comScore,
Data Plus Math, Experian, GfK, Gigwalk, Google, Ipsos, Mastercard
Advisors, MaxPoint, Omnicom, Oracle, Pinterest, Research Now,
Simulmedia, SPINS, Survey Sampling International, Univision, Viant,
and others.

About IRI

IRI is a leading provider of big data, predictive analytics and
forward-looking insights that help CPG, OTC health care organizations,
retailers, financial services and media companies grow their businesses.
A confluence of major external events — a change in consumer buying
habits, big data coming into its own, advanced analytics and
personalized consumer activation — is leading to a seismic shift in
drivers of success in all industries. With the largest repository of
purchase, media, social, causal and loyalty data, all integrated on an
on-demand, cloud-based technology platform, IRI is empowering the
personalization revolution, helping to guide its more than 5,000 clients
around the world in their quests to remain relentlessly relevant,
capture market share, connect with consumers, collaborate with key
constituents and deliver market-leading growth. For more information,

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