It recently gave the green light on its first demand-side platform integration to The Trade Desk, though another integration with a major DSP is in the works.
“When you talk about cross-device, you need to talk about analytics, attribution and the reporting to go along with that,” said Brian Ferrario, VP of marketing for Drawbridge. “You can package insights about what return an advertiser’s media spend drove, but Cardlytics can now show us, ‘Did it drive sales?’”
Location has largely been a proxy for a purchase, which manifests as a metric like how many visitors a store had or how many people walked by, but Ferrario said measuring beyond that through to the actual buy was what was missing.
The Power Of Purchase History
More financial services providers are offering their sales data to media companies. American Express, for instance, is partnering with Viacom to help TV advertisers match purchase insights to viewership data.
It’s part of a broader trend where advertisers want to connect a bunch of disparate data sets – television and location-based data among them – back to the purchase record, said Srishti Gupta, president of the Media Center for Excellence for shopper marketing and measurement firm IRI.
IRI is partnered with major networks to help tie the impact of television to trade promotions in-store, as well as use more purchase-based data for audience extension from the TV targeting perspective, Gupta said.
But IRI also has a sizable partnership with location services platform PlaceIQ to help advertisers (mainly CPGs) match CRM and purchase-based information to location.
“In the past, [sales and location data] was mostly used in isolation or mostly used by retailers to determine, ‘Did someone visit my store?’” Gupta said. “It wasn’t applied to, ‘Did it influence a conversion?’ or ‘Did that person purchase once but never returned again?’ We’ve seen the emergence of a new use case.”