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Location Meets Transaction Data In Cardlytics' Cross-Device Measurement Push

Cardlytics, which helps advertisers like Starbucks activate audience data from bank partners like Bank of America, Citibank and PNC, is working with Drawbridge to assess how cross-device exposures affect online and in-store purchases, AdExchanger reports. The post says "Drawbridge is the first cross-device platform to access Cardlytics Measurement, a tool that gauges metrics like average basket size and the view purchase rate (VPR), which determines sales revenue generated by exposure to marketing messages. The metric could reveal, for instance, how many purchases were made for every thousand impressions or the frequency (and drop-offs) of purchases over time."

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