Industry-first measurement capability of store visits gains importance as consumers go shopping for Diwali
New Delhi, 26 October 2021 - Global advertising technology leader The Trade Desk (Nasdaq: TTD) today announced an industry-first partnership with Lifesight, a leading customer intelligence company that specializes in location-based measurement, to provide marketers in India with insight into the impact of their online advertising campaigns on store visits and the ability to optimise campaigns.
The Trade Desk is the first and only demand-side platform to offer a direct integration with Lifesight in India. Through The Trade Desk platform, marketers are able to effectively measure how their digital campaign is driving in-store visits to complement other online campaign metrics such as views or clicks. By leveraging in-flight location data insights, marketers can optimise campaigns on-the-go and use those campaign insights to inform spend allocation and shape media strategies that drive better business outcomes.
As more people go shopping for India’s festivities, brands are experiencing huge traction on digital channels and in their physical stores. This retail resurgence both on and offline have marketers re-assessing their measurement approach in an increasingly complex consumer journey. Leveraging the Lifesight measurement solution on The Trade Desk platform, marketers can measure site visitations for digital campaigns of any brick-and-mortar store – ranging from entertainment, real estate, automotive FMCG and fashion retail stores. Travel and hospitality brands can also measure the impact of their leisure packages.
The announcement comes at a time when Indian marketers are increasingly embracing the value of data-driven and cross-channel advertising campaigns. Through The Trade Desk, brands can measure and compare their campaigns’ performance with other channels on the open internet such as connected TV (CTV), over-the-top (OTT), audio streaming, web and mobile apps.
Tejinder Gill, General Manager of The Trade Desk in India, said, “In the last 18 months, measurement has become a top priority as marketers are under pressure to prove ROI of every advertising dollar. As we step into the festive season and economic activity picks back up in India, brands can apply learnings from the pandemic to change the way they market to consumers that is more effective and efficient. Our partnership with Lifesight provides brands the opportunity to prove the connection between their campaign activities and real-world business results.”
Speaking about the collaboration, Tobin Thomas, CEO of Lifesight said, “This partnership marks the first time that Lifesight’s footfall measurement solution has directly integrated within a programmatic buying platform in India. This is a much needed innovation which can help brands get the most out of their programmatic spend. Together with The Trade Desk, we are advancing the measurement capabilities for marketers in India.”
Lifesight is a leading customer intelligence platform that helps brands and enterprises leverage identity resolution and data enrichment to power their customer data strategies like never before. Their industry leading solution enables the transformation of customer data into actionable insights that helps drive business decisions, optimize marketing spend and improve customer experiences. Their platform is powered by their customer graph technology, which leverages privacy compliant external data sets to build billions of consumer profiles globally using AI, so brands and enterprises can easily identify, engage and measure new and existing customers. To learn more, visit https://www.lifesight.io/
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, and LinkedIn.