CHICAGO and IRVINE, Calif. — IRI has allied with Time Inc. subsidiary Viant to provide “people-based” target marketing and measurement for consumer packaged goods (CPG) and retail marketers.

The companies said Tuesday that the IRI-Viant partnership will bolster Viant’s people-based data and analytics offerings for shopper marketers with IRI’s unique retailer data sets and in-store measurement solutions.

Data-rich campaigns allow advertisers to pinpoint the allocation of their ad spend to reach the most relevant, high-value customers, according to IRI, and marketers can now access data sets exclusively available to IRI for targeting and more accurate performance measurement.

These wells of information include de-identified data from IRI Verified Audiences — which has more than 350 million national shopper loyalty cards as well as point-of-sale data from stores available through IRI, such as BevMo!, BJ’s Wholesale Club, The Kroger Co., Rite Aid and Southeastern Grocers — plus IRI’s extensive data assets.

“This strategic partnership is evidence of our continued momentum in retail and media and our goal to empower CPG marketers with the data and insights they need to delight their consumers with promotions and advertising that they find appealing,” stated Nishat Mehta, president of the IRI Media Center of Excellence. “IRI’s rich assets of actual consumer purchase behavior are a great complement to Viant’s people-based data set for marketers seeking to drive in-store sales.”

Through the IRI-Viant partnership, the combination of Viant’s database of over 1 billion registered users with IRI Lift, an online-to-offline measurement provider, gives CPG marketers and agencies an unprecedented ability to target, measure and improve advertising efficacy with sharper accuracy and precision, the companies said.

“IRI is a leader in the shopper marketing arena, providing the valuable customer purchase insights that Viant was looking for in a partner to complement our people-based marketing solutions,” commented Jon Schulz, chief marketing officer for Viant. “The partnership of Viant and IRI enables us to provide CPG marketers with the ability to access data sets that have a measurable impact on in-store sales and improve targeting to their highest-value customers across all channels and devices.”