To bridge digital divide, Specific partners with Nielsen

Digital media company Specific Media and Nielsen have joined forces to offer a new platform called Retail Connect designed to address what the firms regard as a gap between offline and online advertising.

According to Specific Media, the Retail Connect platform will allow for more effective advertising for brands as well as consumers because it leverages Nielsen’s Buyer Insights aggregate data about in-store consumption habits and online behaviors to inform an optimized and efficient approach to online advertising.

Retail Connect was developed specifically to link retailers with consumers in the online space and deliver messages that influence both offline and web-based purchase behaviors, according to the company. In essence, the Retail Connect solution correlates aggregated data around shoppers' offline retail transactions and consumption trends with online behavior to inform online advertising strategies that reach relevant online consumers with enticing offers and messages that can ultimately build revenue for retailers.

"Connecting with consumers is increasingly more complicated, yet with new technologies that allow us to create a link between offline and online by harnessing insights from aggregated data, retailers can build direct connections with consumers to deliver messages and offers that will resonate," said Jill Botway, EVP global sales and marketing at Specific Media. "We're pleased to continue our collaboration with Nielsen and extend our commitment to bringing our clients sophisticated solutions that both epitomize efficiency and embody best practices for consumer protection."