Alphonso And IRI Data Match Produces Scale For TV Attribution, Informs Digital Campaigns

SAN FRANCISCOMatching IRI purchase data for 100+ million households with television ad exposure data from Alphonso’s 34 million household penetration produces “the missing piece” of multi-touch attribution. What finishes the puzzle is 12 million common households and more ways that TV can help to inform digital.

“We’re seeing a full circle here where digital used to influence TV,” says Raghu Kodige, Alphonso’s Chief Product Officer & Co-Founder.

Kodige was one of the...

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