June 16, 2017—Purina will finally be able to stop wasting cat money on dog people. The pet product giant will soon be able to deliver cat food ads only to households with cats. And dog food ads to only dog houses. And so on.
That capability is the result of an elaborate new partnership between Nielsen Catalina Solutions, which collects data on 90 million US households’ real purchase activities using shopper loyalty cards, and the ad tech company Innovid.