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."
Read the whole story at AdExchanger »