ComScore and Datalogix partner to close the Loop between Digital Ad Exposure and In-Store Sales

What: Datalogix, a consumer data collection company, has announced a strategic partnership with Comscore to measure Digital Ad exposure and In-Store sales .
Why it matters: The partnership will help brand marketers link Ad Viewability to Actual In-Store Sales.

Datalogix, a consumer data collection company, has announced a strategic partnership with Comscore.The partnership allows comScore's U.S. clients to supplement validated Campaign Essentials™ (vCE) analytics with Datalogix offline sales measurement, including DLX ROI, to measure the offline sales of brand advertisers' campaigns.This will help brands gain new insight into the offline sales performance of ads that were seen by users.

The combination of comScore's impression-level reporting and Datalogix's offline sales data will provide deep insights through granular data sets from millions of purchasing households. Using those analytics, advertisers can better determine the most effective channels, publishers, creatives, formats, and demographics for their campaigns and optimize future campaigns at scale.

This will help brands gain new insight into the offline sales performance of ads that were seen by users.

Although the partnership isn’t exclusive (Datalogix haslong-partnered with Facebook on conversion tracking), the key differentiator is the viewability aspect.

"Our joint solution brings together comScore's viewability measurement with Datalogix's household-level sales data to give advertisers a 360-degree view of the effectiveness of their campaigns. Through this solution, brand advertisers can measure the real-world sales impact of their campaigns and optimize those campaigns at scale to be more effective," said Eric Roza, CEO of Datalogix

"We are excited to partner with Datalogix to give brands a clear picture of digital advertising ROI.By bringing an accurate quantitative feedback loop to digital ad campaigns, brands can gauge how well their ads are working and also obtain the insights needed to improve the effectiveness of their campaigns," said Serge Matta, CEO of comScore.

According to Roza, the partnership isn’t relegated to paid media campaigns, since comScore embeds site tags across the Web.This deal isn't comScore's first incursion into the offline arena; it also partners with Batanga Media, Epsilon and Acxiom. And Facebook uses Nielsen Online Campaign Ratings (OCR) paired with Datalogix to track ad effectiveness.

 


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

#Portada16: Are Multicultural Media Buying Agencies Necessary?

#Portada16: Are Multicultural Media Buying Agencies Necessary?

One of the key highlights of the many sessions of #Portada16, co-produced with MediaPost last week, was the panel "Do Multicultural Media Buying Agencies have a Reason to Exist? The panelists argued passionately on a topic that is at the very crux of Multicultural Marketing and Media.


Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate, the next generation global content leader, and Univision Communications Inc. are teaming to launch a premium subscription video on demand (SVOD) service for the booming Hispanic movie-going audience in the U.S.The new premium on demand movie service will tap base of more than 50 million hispanic consumers in the U.S.


IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid have launched a partnership and set of products that could make waves in the video advertising world.