Microsoft has expanded partnerships with providers of statistical demographic information about users to advertising retargetirovat to buy certain goods in the off-line stores. Pilot program CPG Online Effect, with data from Nielsen, was launched last year. This week, the project will be expanded after the conclusion of a partnership with comScore Audience Advantage for CPG.

ComScore program runs on a bunch of information from the discount cards, and 350,000 thousand base of Internet users. The first advertisers participating in the new program, including such American brands as Campbell Soup and Alberto Culver, will be able to access information linking activity in the off-line store with an Internet data: geographic location, behavior in online shops and search activity .

Microsoft is the first customer of such services from comScore and will have exclusive rights to the information of the project within one year. The campaign will take place on MSN, Windows Live and other sites in the company.

The practice of combining two sources of information is not new: something like Yahoo does for about seven years. According to Nielsen, which relays the information to Yahoo, the average short-term purchases on a single impression of the customers who participate in this program, 50% higher than from customers who do not have data systems.