IRI Partners with Google to Measure Offline Sales Lift of YouTube Advertising

Powered by the Industry’s Largest Set of Loyalty Card Data, IRI Will Enable Accurate and Granular Understanding of YouTube Advertising’s Impact on Sales

IRI, a global leader in innovative solutions and services for consumer, retail and media companies, and Google, announced plans to launch a new solution that will enable CPG advertisers to measure the impact of YouTube advertising on offline sales using IRI Lift. This upcoming solution deepens IRI’s ongoing relationship with Google, which was established through the Google Measurement Partners program.

@IRIworldwide partners with @Google to measure offline sales lift of @YouTube advertising

IRI will work with Google to provide CPG advertisers with accurate and granular understanding of a YouTube advertising campaign’s impact on offline and e-commerce sales lift based on the industry’s most robust set of frequent shopper program loyalty card data.

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“We are thrilled to be deepening our relationship with Google and developing a solution that can measure the impact of YouTube advertising campaigns on offline sales,” said Nishat Mehta, president of the IRI Media Center of Excellence. “At IRI, we are committed to helping marketers drive growth, and we look forward to doing so in partnership with Google, a platform used by so many marketers to better communicate with their consumers.”

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IRI Lift integrates IRI’s vast point-of-sale, frequent shopper, causal and media exposure data to help marketers to understand actual in-store sales lift impact of ad spend.

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.

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