Drawbridge Strikes Deals With Datalogix And LiveRamp To Link Online, Offline Activity

Drawbridge, an ad targeting firm that specializes in cross-device targeting, is set to cross another boundary -- this time from the digital world into the physical.

Drawbridge plans to this week announce partnerships with Oracle’s Datalogix, a company that measures the impact online ads have on in-store sales, and Acxiom’s LiveRamp, a data "onboarder" used to bring offline data online.

"With more than half of consumers preferring to shop online, but 90% of retail sales still happening in physical stores, the opportunity and need for marketers to understand how digital advertising affects offline events has never been greater," stated Drawbridge’s VP of product management, Rahul Bafna. "These new attribution solutions enable our retail marketing partners to understand the incremental physical sales and store traffic being influenced by their digital marketing efforts."

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Marketers have been on an active quest to link digital advertising to offline sales. For example, Tapad, another cross-screen marketing technology provider, last month struck a partnership with Placed, a location-based ad-targeting firm and in-store attribution company.

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