New Catalina Tool Links Ad Engagement to Sales

In the US, shopper intelligence firm Catalina is launching a tool called the ID Graph, to 'connect the dots' between the digital ads shoppers see and the items they actually buy in-store.

Catalina ID Graph has been conceived by a team led by Kevin Hunter (pictured), who has recently been promoted to Chief Product Officer. The solution helps brands and retailers target the right audience by individually personalizing media messages, and measuring buyer behavior in-store down to the item level.

Commenting on the launch, Hunter said: 'Catalina ID Graph maps 168 million loyalty-based identifiers to 389 million digital devices, including cookies, This direct mapping of shoppers' store card IDs to their digital devices lets advertisers precisely reach their ideal targets by drawing upon up to two years of in-store purchase history and then pointedly delivering relevant messages directly to the mobile and desktop devices associated with those ID's. As a result, ad performance can be measured at the UPC level based on in-store sales'.

The firm, which filed for bankruptcy for its US operations in December, and last week emerged from Chapter 11 status after financial restructuring and a change of ownership, is online at: www.catalina.com .