4C and IRI Deepen Relationship for Linear TV and OTT

Expanded Scope Integration Allows for Multi-Channel, Audience-Based
Planning and Buying Using Purchase Data

CHICAGO–(BUSINESS WIRE)–4C,
a global data science and marketing technology company, and IRI®,
a global leader in innovative solutions and services for consumer,
retail, and media companies, announced today that they are expanding
their relationship. As a result of this collaboration, advertisers can
now better target their cross-channel video planning and buying by
leveraging IRI purchase-based data via the Audience Hub within Scope
by 4C
.

IRI’s consumer purchase data allows advertisers to combine insights
about past purchases, specific brands and products to identify prospects
and conquests as well as avenues for growing loyalty. Marketers using
Scope can deploy this data across a variety of video planning and buying
use cases, including audience-based linear TV planning and programmatic
scatter buying, as well as OTT buying across such providers as Hulu,
SlingTV and DirectTV Now.

“While the traditional narrative says that consumer attention is more
fragmented than ever, this is actually an incredible opportunity for
brands to tell a more comprehensive story to the same consumer across
the various media channels they consume,” says Nishat Mehta, president
of the Media Center of Excellence for IRI. “Our relationship with 4C
enables advertisers to leverage video as an important component of their
overall story and deliver an improved consumer experience.”

Scope by 4C is a unified platform that empowers brands to discover
audience insights, execute campaigns across screens, and analyze
performance in a single, self-service tool. The platform was designed to
help marketers achieve cross-channel video success with real-time
optimization and measurement against business outcomes.

“Our relationship with IRI is an exciting next step in the evolution of
TV into a performance-driven medium that operates in ways we’ve come to
expect of digital,” said Lance Neuhauser, CEO of 4C. “As content and
commerce become more intertwined, it’s critical that we enable
advertisers to activate purchase-based data for their cross-channel
video strategies.”

To learn more about the platform, visit www.4Cinsights.com/Scope.

About 4C Insights

4C is a global data science and marketing technology company that
delivers self-service software for brands to execute video-centric
marketing and optimize business outcomes. Leading brands, global
agencies, and media owners trust the Scope
by 4C
™ platform to identify their most valuable consumers and reach
them across channels and devices. With nearly $2 billion in annualized
advertising spend running through Scope, 4C enables self-service
activation on linear television and social media, over-the-top content,
and digital commerce. Founded in 2011 and based in Chicago, 4C has staff
in 16 worldwide locations throughout the United States, United Kingdom,
the Netherlands, France, Hong Kong, India, Singapore, and the
Philippines. Visit www.4Cinsights.com
for more information.

About IRI

IRI is a leading provider of big data, predictive analytics and
forward-looking insights that help CPG, OTC health care organizations,
retailers and media companies to grow their businesses. With the largest
repository of purchase, media, social, causal and loyalty data, all
integrated on an on-demand, cloud-based technology platform, IRI helps
to guide its more than 5,000 clients around the world in their quests to
remain relentlessly relevant, capture market share, connect with
consumers and deliver market-leading growth. A confluence of major
external events — a revolution in consumer buying, big data coming into
its own, advanced analytics and automated consumer activation — is
leading to a seismic shift in drivers of success in all industries.
Ensure that your business can leverage data at www.iriworldwide.com.

Contacts

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

4C Contact:
Michael Tilus
Broadsheet
Communications
Email: [email protected]

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