Affinity 'Comet' Ties Advertising to Commerce

In the US, consumer purchase insights company Affinity Solutions has launched an intelligence platform called Comet, which uses consumer purchase signals to help marketers plan, activate and measure media.

Affinity uses purchase signals from 140 million daily credit and debit card transactions to provide an understanding of consumer purchasing behavior. The firm's new Comet solution taps into its deterministic dataset of US consumer spending, to deliver commerce-focused metrics and solutions that provide a 'complete view' of consumer spending.

Comet, users can access insights from fully permissioned, real-time credit and debit card purchases, at scale. The launch is driven by 'Purchase Media Metrics' (PMM) - a new set of media metrics that enable marketers to directly tie media exposure to consumer purchases.

Damian Garbaccio (pictured), Chief Business & Marketing Officer, comments: 'Marketing comes with high expectations, yet billions are still invested based on legacy proxy metrics like views and foot traffic without a concrete understanding of business performance. True outcomes-based metrics that directly connect advertising to commerce at scale haven't existed to date. PMM is the next evolution of measurement, finally allowing marketers to move from reliance on proxies to purchase for proof of performance'.

Web site: www.affinity.solutions .