AdTheorent Taps Purchase Data for Campaign Measure

US data-driven mobile ad network AdTheorent has partnered with data collaboration company Commerce Signals, to use online and in-store transaction data to help optimize and measure digital media campaigns.

Commerce Signals' data covers around 70% of US card-based purchases, reported in near real-time. The partnership gives AdTheorent access to information on sales and sales lift, change in purchasers, frequency, average purchase, and dollars spent per purchaser as a result of digital campaign exposure. Its machine learning platform will then score audiences to identify who is most likely to purchase, and delivers advertising accordingly. The process is reported within 72 hours of submitting a measurement report request, allowing for in-flight optimization.

Rick Dalton (pictured), VP of Yield and Data Strategy at AdTheorent, says the partnership means his firm can use purchase insights 'to further fuel its machine learning platform to model toward the most favorable audiences'. He adds: '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'.

Web sites: www.adtheorent.com and www.commercesignals.com .