Nielsen and Interpublic Group’s IPG Mediabrands have signed a data deal to leverage consumers' viewing and purchasing behavior in order to enhance targeted advertising and audience measurement capabilities.

Under the deal, IPG Mediabrands will be able to match millions of its consumer ID’s with Nielsen’s viewership audience data, as well as buyer-based data gathered from frequent shopper cards and other transaction data from more than 80 percent of U.S. credit cards in the country.

The integration will help deliver better insights about where and when to place certain advertising, the companies said, making advertising more efficient and relevant to specific consumers.  

Arun Kumar, global chief data and marketing technology officer at IPG Mediabrands, told Variety that this approach to advertising should result in fewer annoyed consumers.

“You can look at people who purchase your product or who have not purchased your product, get into far more granularity around their likes and dislikes, their hobbies, all the other behaviors in their lives,” he told Variety. “People who are watching are going to be far more likely to purchase your product than other people, who shouldn’t be seeing those ads.”

The new deal follows on the duo’s recently signed five-year global services agreement for IPG Mediabrands to use Nielsen products across TV, audio, subscription-video-on-demand.

“We are very excited to help IPG Mediabrands provide its clients with powerful buyer-based segmentation, creating an end-to-end marketing solution for their brand clients,” Damian Garbaccio, EVP at Nielsen, said in a statement. “This speaks to our ability to customize our unique data assets and software to meet the exact business needs of our agency and brand clients. IPG Mediabrands is now that much closer to truly effective decision making and multiplying the benefits of improved cross-platform audience selection.”