Cadent said Catalina, which provides shopper intelligence and personalized digital media for packaged-good brands and retailers, will use the Cadent Platform to include linear TV, advanced TV and OTT programming in its BuyerVision managed service.

As part of the expanded relationship between the two companies, Cadent will offer its clients Catalina’s purchase-based audience and cross-screen measurement services. 

The agreement will help brands, retailers and agencies engage and connect with even hard to reach shoppers, the companies said.

“The value of this partnership – using data and analytics to gain a better understanding of the shopper journey, what they’re watching and the device they’re using – is incalculable to marketers today,” said Kevin Hunter, executive VP and chief commercial officer at Catalina. “We’re thrilled to partner with Cadent and bring next generation TV to our brand, agency and retail partners.”

Catalina will be able to offer advertisers a better understanding of shopper behaviors, customize their audience segments and optimize media in real time to deliver personalized messages and creative via TV or digital services.

“Data-driven orchestration is how advertisers will best find and engage their TV audiences today and in the future,” Eoin Townsend, chief product officer at Cadent said. “This partnership is the fusion of Catalina’s insight-rich, best-in-class data with Cadent’s end-to-end platform allowing marketers to reach their audiences more effectively and efficiently.”

Facebook, getting flak from advertisers because some of its metrics were inaccurate, has become the first company to sign up for a new product from Nielsen Catalina Solutions that measures the unduplicated reach and sales generated by campaigns across Facebook and TV.

Nielsen Catalina Solutions and Facebook also conducted a study of consumer packaged goods brands to understand how Facebook and TV advertising can work together that was presented at the Advertising Research Foundation’s annual conference in New York Monday (March 20).

"Advertisers consistently ask us for better, cross-channel sales effect measurement,” said Leslie Wood, chief research officer Nielsen Catalina Solutions. "To reach this common goal, it will take more than the efforts of individual media companies. It will take the entire industry, collaborating together and with independent, trusted third parties. We're excited to be working with Facebook towards achieving this goal."

The report showed six CPG campaigns. For two, TV had the bigger sales lift. For four, Facebook had the bigger sales lift. But in all cases, the two media together added more lift.

Read more at broadcastingcable.com.