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IRI Launches IRI Complete Audiences to Deliver Powerful Purchase-Based Audiences


IRI, a global leader in innovative solutions and services for consumer, retail and media companies, today announced the launch of IRI Complete Audiences, which combines IRIs audience targeting solutions to help advertisers select an audience composition that best fits their campaign objectives. Complete Audiences is built on a foundation of precise, deterministic audiences powered by IRIs unmatched collection of frequent shopper purchase data and then adds high-quality modeled audiences for additional scale, while still delivering the greatest accuracy in the CPG industry.

IRI Complete Audiences is one of the most powerful purchase-based audience solutions available and combines the best of both of IRIs unique audience targeting solutions:

  • IRI Verified Audiences: One hundred percent deterministic audiences built on one of the industrys most robust set of frequent shopper loyalty card purchase data, enabling targeted marketing campaigns based on actual verified purchase behavior. Due to its deterministic nature, Verified Audiences is one of the only audience solutions capable of tailoring marketing campaigns toward households with a proven purchase history in a particular product or category.
  • IRI ProScores: One of the industrys best purchase-based, predictive shopper insights solutions, providing advertisers with exceptional scale and reach. ProScores delivers marketing messages to a modeled audience that research has shown to be the most valuable to a specific campaign.

Purchase-based targeting results in campaigns that achieve a 50 to 100 percent greater return on advertising spending compared to other targeting methods. By bringing together these two purchase-based solutions, IRI Complete Audiences provides advertisers, agencies and partners with a winning combination of precision and scale to ensure their messaging is effectively driving growth.

Nishat Mehta, president of the IRI Media Center of Excellence, said, Advertisers today face a tradeoff between the quality of deterministic audiences and the scale of modeled audiences, resulting in sub-optimal consumer experiences. IRI Complete Audiences leverages IRIs unparalleled 350 million loyalty card dataset and proprietary algorithms to provide our clients with more precise audiences at scale, ensuring advertisers connect with their best prospects and consumers receive more relevant communications.

Complete Audiences is available to IRI clients through Audience Desk, IRIs concierge audience service, and is integrated into the IRI Liquid Data technology platform with IRIs self-service Audience Builder solution. Campaign audiences from Complete Audiences can be activated in social media networks (including Facebook), data management platforms (DMPs), demand side platforms (DSPs) and all other desired channels.

For more information about how your brand can build more targeted campaigns with IRI Complete Audiences, contact [email protected].

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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, Clavis Insights, comScore, Data Plus Math, Edison, Experian, GfK, Gigwalk, Google, Ipsos, Jumpshot, Mastercard Advisors, MaxPoint, Omnicom, One Click Retail, Oracle, Pinterest, Research Now/SSI, Simulmedia, SPINS, Univision, Viant, Yieldbot 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, visit

IRI Contact:
Shelley Hughes
Email: [email protected]
+1 312.474.3675

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