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."
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.