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.

[marketingmagazine.co.uk...]

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