Nielsen Integrates Scarborough Into Cross-Media Database

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In the latest integration of disparate media planning and buying databases, Nielsen this morning announced it is integrating Scarborough’s consumer lifestyle and product purchase data with Nielsen’s cross-media measurement platform, “Nielsen Media Impact.”

The integration is the most recent in a series of similar moves integrating databases used by advertisers and agencies to plan and buy media.

Scarborough, which historically specialized in servicing the newspaper industry, conducts annual surveys of American consumers' lifestyle, media usage and product purchasing preferences.

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