AdImpact Integrates Signals Data from Polaris I/O

In Chicago, AdImpact has announced a deal with b2b signals specialist Polaris I/O, integrating contacts and commercial signals data into AdImpact's real-time view of advertising activity across linear, CTV, and streaming video in all 210 US markets.

AdImpact analyses advertising activity across traditional digital, and emerging media platforms, tracking more than one billion daily TV ad occurrences to power 'the industry's largest' ad catalog with over 1.8 million unique creatives. Polaris I/O describes itself as a 'System of Insight', allowing businesses to spot early signs of commercial activity and target the relevant firms.

In its initial phase, the deal allows AdImpact to enrich active advertiser profiles across its more than 100,000 brands and advertisers with verified contact data, agency relationships, and corporate affiliations from the Polaris I/O system. This provides media sellers with intelligence on who is advertising, who is making decisions, where they can be engaged, and when their leadership changes.

Later, the partners plan to expand the connection between account intelligence and advertising data, to provide sellers with more ways to identify and act on revenue opportunities as they develop.

According to Polaris CEO Dave Irwin, 'AdImpact shows you the most complete picture of who is advertising and where. Polaris I/O tells you who just took over the marketing budget and how to reach them today. Together, we are helping media sellers get into those conversations before the opportunity has already been decided. That is a different way to sell.'

Don Norton (pictured), General Manager of Data Solutions at AdImpact comments: 'By integrating Polaris I/O's monitoring capabilities into the AdImpact platform, we are giving customers the context they need to move from identifying opportunities to engaging the right people faster and with greater confidence.'

Web sites are at www.polarisio.com and www.adimpact.com .