Meta and IRI collaborate to combine in-store data with social advertising


According to a press release from IRI, marketers using Meta’s Facebook and Instagram platforms will now have access to information on brand- and product-level sales results from their shopper marketing campaigns.

Also read: Strategies to Deliver a PhyGital (Physical + Digital) Customer Experience (CX)

Based on campaign parameters, the software will recommend and optimize hyper-local targeting. The move might make it easier for brand marketers to get results from retailer-specific social media campaigns, which has been difficult in the past. The growth occurs as advertisers scramble to determine the most precise consumer targeting strategies as Google gets ready to phase out third-party cookies as early as 2024.

It appears that Meta is attempting to strengthen the advertising capabilities on its flagship products with this partnership.

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