• by Tyler Loechner  @mp_tyler, October 8, 2014

Datalogix, a data provider with a focus on connecting online ads to offline sales, on Wednesday announced a partnership with comScore. The partnership will allow comScore’s U.S. clients to link validated Campaign Essentials (vCE) analytics -- i.e., digital ad campaign analytics -- and Datalogix’s offline sales data, per a release.

“We are excited to partner with Datalogix to give brands a clear picture of digital advertising ROI,” stated Serge Matta, CEO of comScore. “By bringing an accurate quantitative feedback loop to digital ad campaigns, brands can gauge how well their ads are working and also obtain the insights needed to improve the effectiveness of their campaigns.” Datalogix boasts $2 trillion worth of consumer-level purchasing data.

comScore will measure the viewability rates of digital ad campaigns, tying the performance of seen ads to Datalogix’s purchasing data. The purpose of the partnership is to help marketers understand what impact viewability rates -- and digital campaigns in general -- have on offline sales.

“We need to know how our ads that are actually seen influence in-store buying, and this joint offering not only quantifies that impact but does so at such granularity that we can tweak our strategies across a variety of dimensions,” stated Bob Rupczynski, VP media and consumer engagement at Kraft Foods Group.