Nielsen Holdings Plc entered into a data and technology agreement with IPG Mediabrands, the media management and data arm of Interpublic Group of Cos. Inc.

The integration will match IPG Mediabrands' consumer IDs with Nielsen's TV viewing and purchase behavior insights, the companies said Feb. 26.

The integration includes purchase-based audience data from a set of anonymized frequent shopper cards in the U.S. from Nielsen Catalina Solutions, as well as Nielsen Buyer Insights' detailed transaction data from U.S. credit cards.