Marchex Tool Measures Inbound Caller Ad Exposure

New York-based mobile ad analytics firm Marchex has added a 'Display Analytics' feature to its platform, which it says allows marketers to measure when someone making an inbound phone call to a call center or store has been influenced by a display ad on a desktop or mobile device.

Marchex helps clients connect online behavior and off-line actions, and says many such phone calls occur a full two weeks after exposure to a display ad, giving marketers headaches in identifying and allocating budget for top-performing ad campaigns.

Display Analytics aims to counter this and help marketers measure the ROI of programmatic campaigns, by connecting off-line phone calls with display impression data - even when a call occurs weeks or months after exposure to an ad. The reports are delivered real-time and track cross-device conversions.

Adarsh Nair (pictured), Senior Director of Product and Engineering, comments: 'Inbound phone calls are a massive attribution gap for display marketers. For the first time, Marchex Display Analytics allows these marketers to fully measure and optimize their display advertising'.

Web site: www.marchex.com .