AdTheorent, the digital advertising tech company, last week, announced the launch of its new feature that combines IHS Automative‘s data with its cross-device ID mapping infrastructure. Advertisers in the industry will be able to use the Total Market Predictor (TMP) data from IHS to target audiences on mobile and desktops, to help them understand the efficiency of their digital campaigns.
AdTheorent Shopper Marketing
Jim Lawson, Managing Partner and CLO, AdTheorent, says:
“We are thrilled to offer this groundbreaking targeting and attribution solution to our automotive clients. Through this integration, auto marketers can combine cross-device insights with actual purchase data to understand what marketing channels and tactics are performing for their brands, which will ultimately lead to unprecedented ROI.”
Given that only 13% of marketers are confident in measuring their cross-channel campaigns, according to Forrester Research, the solution delivers much needed attribution capabilities to automotive marketers. Mobile and desktop impression IDs are matched with IHS data to identify impressions resulting in vehicle purchases. Consumer behaviours are hence trackable and more easily linkable to certain advertisements.
With 42% of car buyers utilising a variety of devices to research and shop for vehicles this year, it becomes imperative that marketers have a full understanding of cross-device behaviours.
John McBride, VP digital and media solutions, IHS Automotive, says:
“With the explosion of mobile devices and digital content channels, it is even more imperative for marketers to have the ability to connect the dots between offline, digital and mobile data to drive results and get the most value from advertising initiatives. AdTheorent has a unique ability to take data from the physical world and, through its comprehensive ID-based data map, bridge that to mobile and desktop, providing advertisers enhanced data targeting capabilities and the ability to target a single consumer across devices.”