Shoppers will have internet adverts displayed to them based on their offline shopping habits in a new scheme being developed by internet publisher Yahoo! and customer loyalty scheme Nectar.
The two companies will link their databases in a bid to better target consumers with relevant adverts and to improve the tracking of ads’ effectiveness in persuading consumers to buy goods.
The system is an opt-in one, meaning that consumers have to actively choose to allow their data to be used in this way. Nectar is offering some of its points as an incentive for consumers to participate and 20,000 have already signed up, according to press reports.
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