LONDON - Yahoo! is aiming to make online advertising more relevant to FMCG brands by using data from Nectar cards.
Yahoo! is speaking to agencies about its plans to launch a service in the UK that would enable advertisers to use Nectar data from Sainsbury's, as well as Yahoo!'s sales records.
Yahoo! claims that the in-formation will enable FMCG brands to tailor online ads based on consumers' shopping habits. Brands will be able to measure the effectiveness of their campaigns by analysing subsequent retail sales.