4C and IRI Deepen Relationship for Linear TV and OTT

Expanded Scope Integration Allows for Multi-Channel, Audience-Based Planning and Buying Using Purchase Data

4C, a global data science and marketing technology company, and IRI, a global leader in innovative solutions and services for consumer, retail, and media companies, announced that they are expanding their relationship. As a result of this collaboration, advertisers can now better target their cross-channel video planning and buying by leveraging IRI purchase-based data via the Audience Hub within Scope by 4C.

IRI’s consumer purchase data allows advertisers to combine insights about past purchases, specific brands and products to identify prospects and conquests as well as avenues for growing loyalty. Marketers using Scope can deploy this data across a variety of video planning and buying use cases, including audience-based linear TV planning and programmatic scatter buying, as well as OTT buying across such providers as Hulu, SlingTV and DirectTV Now.

“While the traditional narrative says that consumer attention is more fragmented than ever, this is actually an incredible opportunity for brands to tell a more comprehensive story to the same consumer across the various media channels they consume,” says Nishat Mehta, president of the Media Center of Excellence for IRI. “Our relationship with 4C enables advertisers to leverage video as an important component of their overall story and deliver an improved consumer experience.”

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Scope by 4C is a unified platform that empowers brands to discover audience insights, execute campaigns across screens, and analyze performance in a single, self-service tool. The platform was designed to help marketers achieve cross-channel video success with real-time optimization and measurement against business outcomes.

“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,” said Lance Neuhauser, CEO of 4C. “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.”

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