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Denver-based online advertising attribution software company Datalogix finalized a partnership with marketing data and analytics provider comScore Wednesday.
The deal marks the culmination of a joint effort to bridge the tracking gap between digital ad exposure and in-store sales. The Chicago-founded comScore will combine its panel- and Census-based data and analytics with Datalogix’s offline measurement portfolio, which includes its DLX ROI campaign and audience analysis tools.
According to Datalogix CEO Eric Roza, one of the partnership’s greatest benefits will be offering ad viewability insights to advertisers and publishers. One of comScore’s greatest sources of appeal, Roza said, was its validated Campaign Essentials (vCE) tool, which offers audience measurement with built-in ad viewability data for more profound advertiser and publisher insights. vCE, Roza contends, will allow clients to more accurately and efficiently connect consumer demographics with ad visibility and in-store sales.
“When you overlay ROI against viewability, you can start to [look at things like] maybe a publisher did a really good job with viewability, but didn’t necessarily drive in-store sales,” Roza told AdExchanger.
Furthermore, comScore’s technology embeds site tags across the Web, so tracking isn’t limited to paid advertising campaigns. “Say I’m a retailer that sells 95% of my stuff offline and I’ve got a vibrant ecommerce presence, but [also] brick and mortar stores,” Roza explained. “They’re going to see that when people went to this or that part on my website, they were much more likely to buy product in my store, even if they don’t buy online. There are a lot more derivatives that will result from this work.”
Despite the current use of tags, Roza and comScore CEO Serge Matta aspire to render them obsolete. Ideally, according to Matta, vCE will eventually display results seconds after a campaign is created, offering insights on its efficacy within 30 to 60 days.
Founded in 2001, Datalogix has raised over $86 million in funding. Since 2012, the company has worked with Nielsen Online Campaign Ratings (OCR) to track ad performance for Facebook. comScore has also peppered news headlines with prior high-profile partnerships, hosting analytics for Batanga Media, Epsilon, and Acxiom.