comScore, Datalogix Link Online Ads to Off-Line Sales

comScore has announced a partnership with Datalogix, helping US clients to link digital ad exposure to in-store sales. The deal combines the strengths of comScore's validated Campaign Essentials (vCE) analytics and Datalogix' off-line sales measures including DLX ROI.

vCE - which is already integrated via various deals with services from Google, Batanga Media, Acxiom, Yahoo! and Nielsen - provides impression-level reporting for digital ad campaigns, filtering out non-human traffic and incorporating viewability measurement. This will now be integrated with Datalogix's consumer-level purchasing data, representing $2 trillion in spend, to track the off-line sales performance of ads seen by users. The partners promise 'deep insights through granular data sets from millions of purchasing households', to assist in optimising channels, publishers, creatives, formats, and demographics for ad campaigns.

comScore CEO Serge Matta says the deal will bring 'an accurate quantitative feedback loop to digital ad campaigns'. Eric Roza, his opposite number at Datalogix comments: 'For brand advertisers, it's a vital one-two punch in campaign measurement: Are my ads being seen and are they driving sales? ... Through this solution, brand advertisers can measure the real-world sales impact of their campaigns and optimize those campaigns at scale to be more effective.'

The firms are online at www.comscore.com and www.datalogix.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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