AdTheorent, the data-powered predictive solutions provider, has partnered with Commerce Signals, which connects advertisers and publishers to generate transaction data. AdTheorent hopes that the partnership will help its clients optimise and measure digital campaigns based on real insights from online and in-store purchases.
Commerce Signals generates insights from 70% of US card-based purchases in real time. Now, AdTheorent clients will gain access to data such as incremental sales, sales lift, and total sales on and offline, change in purchasers, frequency, average purchase, and dollars spent per purchaser as a result of digital campaign exposure.
Measurement report requests are produced within 72 hours which allows enough time for optimisation.
Rick Dalton, Vice President of Yield and Data Strategy at AdTheorent, explains:
“As a result of our partnership with Commerce Signals, we can now utilize purchase insights to further fuel our machine learning platform to model toward the most favorable audiences. This integration has allowed us to demonstrate cross-channel sales lift resulting from the digital advertising campaigns that we handle for our clients, validating the effectiveness of AdTheorent’s predictive targeting.”
Ultimately such insights could improve AdTheorent campaigns by adding various data points such as online and in-store purchases, demographic, psychographic, geographic and creative type variables. The company provides a machine learning platform that can identify who is more likely to purchase. Ads are then delivered accordingly.
A recent campaign for a national retail department store to increase brand engagement and sales among women aged 18 to 35 levered AdTheorent’s predictive audience targeting using an interactive mobile advertising format to reach customers with greater probability of engagement and likelihood to make a purchase.
Source Commerce Signals
AdTheorent measured the campaign’s impact using Commerce Signals’ databridge platform and found that the mobile campaign drove a 4.8% lift in in-store and online sales. Indeed, transactions for the retailer rose by 5.6% and it added 6.2% of new purchasers.
Adam Paulisick, CPO, Commerce Signals, adds:
“The combination of retail CRM data plus AdTheorent’s predictive targeting is a really effective way of identifying the audience with the highest probability of engagement. Taking that a step further, Commerce Signals can measure how these audience targets are responding to advertising both in-store and online. The sales insights can then be used to improve the campaign while in-flight and inform future decisions.”