IRI and Limbik Partner to Create More Effective Video Advertising Content

CHICAGO NEW YORK–(BUSINESS WIRE)–IRI®, the global leader in innovative insights, audience and
measurement solutions and services for consumer, retail and media
companies, and Limbik, the company building the first open data studio
for short-form video, today announced a partnership that will further
empower marketers and advertisers with data-driven recommendations to
create more effective video advertising content. The partnership
provides IRI customers an expanded and more holistic view of consumer
viewing behavior and preferences.

“To meet growing expectations of savvy consumers, every aspect of
marketing must be personalized and targeted,” said Nishat Mehta,
president of IRI Media Center of Excellence. “Our new partnership with
Limbik will help create the one-to-one video advertising that consumers
are craving, so they have the most relevant digital interactive
experience possible.”

As part of the IRI-Limbik partnership, the IRI ProScores®
data set will be incorporated into Limbik’s data infrastructure. With
viewing behavior and preferences for millions of people, combined with
the definitive collection of attribute-level video insights, the
addition of the IRI ProScores data set will provide Limbik clients with
access to content recommendations and analysis based on consumers’
propensity to purchase specific brands, products and/or categories.
Limbik clients will also have the ability to use IRI ProScores and
Limbik Rating to build custom audiences.

“IRI has an unparalleled history of delivering the highest-quality
insights, innovation and technology,” said Zach Schwitzky, CEO and
co-founder at Limbik. “This collaboration with IRI marks an industry
first offering and we are excited to place our capabilities at the
fingertips of the world’s largest marketers to enhance their
understanding of video consumption and capitalize on the correlation
between attention to video and successful business objectives.”

IRI and Limbik’s newly integrated capabilities will now offer brands the
ability to accurately measure the effectiveness of video advertising,
optimize campaigns, build and validate new audience models, and identify
the content-level attributes and characteristics that impact sales

During the next several months, the partnership will further expand to
include the integration of Limbik’s rich attribute-level video insights
into the IRI Lift™ advertising measurement solution. This integration
will provide advanced performance metrics based on Limbik Rating,
Limbik’s proprietary video effectiveness score. Limbik’s robust data set
will augment the industry-leading consumer, purchase data and media
exposure data available from IRI and its expansive partner ecosystem to
offer marketers exciting new solutions through customer segmentation and
predictive analytics.

For more information about accessing this service, please contact Josh
Levin at

About the IRI Partner Ecosystem:

IRI fundamentally believes that delivering differentiated growth for
clients requires deep, highly integrated partnering with a variety of
best-of-breed companies. As such, IRI works closely with a broad range
of industry leaders across multiple industries and sectors to create
innovative joint solutions, services and access to capabilities to help
its clients more effectively collaborate and compete in their various
markets and exceed their growth objectives. IRI is committed to its
partnership philosophy and continues to actively enhance its open
ecosystem of partners through alliances, joint ventures, acquisitions
and affiliations. The IRI Partner Ecosystem includes such leading
companies as 84.51°, Adobe, The Boston Consulting Group,
comScoreExperian, GfK, Gigwalk, IpsosMastercard
AdvisorsMaxPointPinterest, Oracle,
Research Now, Simulmedia, SPINS, Survey Sampling International, Univision

About IRI

IRI is a leading provider of big data, predictive analytics and
forward-looking insights that help CPG, OTC health care organizations,
retailers, financial services and media companies grow their businesses.
A confluence of major external events – a change in consumer buying
habits, big data coming into its own, advanced analytics and
personalized consumer activation – is leading to a seismic shift in
drivers of success in all industries. With the largest repository of
purchase, media, social, causal and loyalty data, all integrated on an
on-demand, cloud-based technology platform, IRI is empowering the
personalization revolution, helping to guide its more than 5,000 clients
around the world in their quests to remain relentlessly relevant,
capture market share, connect with consumers, collaborate with key
constituents and deliver market-leading growth. For more information,

About Limbik

Limbik is the first open data studio for short-form video. With viewing
behavior and preferences for millions of people, combined with the
definitive collection of attribute-level video insights, Limbik has
developed a set of technology-enabled processes to predict what content
will be successful. Limbik uses artificial intelligence to provide
brands, publishers, media companies and agencies with data-driven
recommendations to create and distribute the most effective short-form
video content. For more information, visit

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