DialogTech, LiveRamp Partner To Enhance Call Attribution From Display Advertising

DialogTech, an end-to-end call attribution and conversion platform, on Monday introduced DialogTech for Display. In partnership with LiveRamp, the product  aims to connect online and offline behaviors to more accurately measure phone call conversions driven by display advertising.

DialogTech for Display provides marketers with the ability to integrate offline call data into demand-side platforms or data management platforms, providing additional data with which to accurately target consumers. Marketers can now retarget consumers that called a business but didn’t convert, as well as excluding those consumers who already converted on the ad.

“A display marketer can build audiences for retargeting users that made phone calls, and see view-through attribution by pairing a call with the view-through conversion for attribution outside of last click,” Susan Bryant, CMO of DialogTech, told Real-Time Daily via email.

The new marketing solution also offers the ability for marketers to create click-to-call display advertising, a creative that allows consumers to directly call a business by clicking on a display ad.

“Click-to-call for display advertisements allows the marketer to give a new action option for consumers that would like to convert immediately,” added Bryant. “Instead of being linked to a form to fill out that could take hours or days to garner a response, our click-to-call for display solution allows any business to capture high intent conversions immediately.”

Marketers using DialogTech for Display can integrate their call data with their LiveRamp-connected marketing platforms.

A BIA/Kelsey reports estimates that 30 billion calls to U.S. businesses will be generated by display advertising this year.

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