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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.
This sounds very interesting...I guess Yahoo/Nectar users would have to be logged in to see ads based on their shopping habits.