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The Nielsen Co. has joined forces with the Westminster, CO–based direct marketing firm DataLogix in a partnership that the research giant believes will go a long way toward fulfilling the promise of online ad targeting.
As part of the new pact, the two companies will blend data from DataLogix’ Affiniti Data Platform—which enables marketers to locate their offline customers on the Web using cookie data—with Nielsen’s own PRIZM lifestyle segmentation data, which groups American consumers into 66 distinct groups based on demographics, geography, attitudes and shopping habits.
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