MediaMark Research has signed a pair of deals that should provide more information to media planners seeking audience data, reports MediaPost.
MRI research will now be integrated into offerings from Nielsen/NetRatings and KSL Media under a pair of separate agreements. The two parties will use MRI's research into audience member behavior and statistics to further enhance the targeting of online ad buys and achieve other business goals.
The agreements mark the first substantive time MRI data, considered an essential to buying print ads, is being applied to online buying.
Nielsen will draw on MRI data to divine the unduplicated audience reach a publication has across platforms. KSL is using their batch of data to help clients crossover from B2B to consumer advertising, and vice-versa.
