Verizon Media has reached a deal to bring individual shopper card data from Catalina into programmatic digital ad buys for packaged-goods marketers, giving it the first demand-side platform powered by offline and online sales data from Catalina’s 236 million shopper cards.
The move comes as marketers prepare for the loss of cookies and other individual identifiers within Google’s Chrome browser. But the link with Catalina will provide copious online and offline purchase data that can be combined with Verizon Media IDs to target and evaluate digital campaigns in real time, says Verizon Chief Business Officer Ivan Markman.
Purchase data like Catalina’s is also crucial in targeting so-called “moveable middle” consumers—persuadable folks who fall between loyalists and those who never buy a brand’s products. They’ve become the new media planning target in the MMA-backed Outcome-Based Marketing system.