MarketShare bought DataSong for its technology and client list. At the same time, MarketShare has invested in additional data partnerships, including Acxiom/LiveRamp, J.D. Power, Twitter, SAP and Amazon Web Services.
MarketShare also works with a number of media owners and broadcasters like Turner, which uses DecisionCloud to pipe in Polk automotive or Rentrak purchase data to enable richer audience segmentation and targeting for its advertisers.
"Traditional media mix models and attribution have become increasingly obsolete because consumers do not act in neat, nice ways," Wes Nichols, MarketShare's CEO told AdExchanger."We built a DecisionEngine for marketers to make much more informed decisions around where their next dollar should go."
While MarketShare's sweet spot was applying data to improve business resource allocation, Nichols said that DataSong brings a strong campaign execution element.
DataSong's technology will transition to new 'apps' in MarketShare's DecisionCloud, such as event-based targeting or in-flight course correction.
"This will allow marketers to connect the dots between digital consumer behavior and retail store sales," Nichols said. "For too long, companies have been measuring media simply at the campaign or channel level, and oversimplistically doing attribution. This not only happens in digital attribution, but in measuring offline media like TV."