This follows a similar agreement with TiVo research and Analytics (TRA), which now provides Simulmedia with purchase data from shopper cards, auto registrations and prescription data.

This allows Simulmedia to activate, guarantee and post/ report on actual purchase behaviour, “effectively closing the media loop from purchasers targeted to purchasers’ ad viewing”.

Dave Morgan, CEO at Simulmedia, said: “The industry has long had great purchase-based research and planning databases, but Simulmedia now brings it to market for ad targeting and will guarantee against the actual delivery of specific purchase audiences.

“NBI is complementary to TRA data, and in combination with our own TV and ad viewing data, gives the Simulmedia Audience Network massive reach and depth against every kind of advertiser category. This can be game-changing for current NBI clients that want to seamlessly activate that data.”