ZenithOptimedia and NinthDecimal have just inked a deal to partner and introduce a new standard of omni-channel measurement and audience insights for ZenithOptimedia clients.
NinthDecimal is a leading mobile audience intelligence company.
“The partnership introduces offline attribution as a major form of measurement for mobile and cross-device to accurately quantify marketing ROI,” according to a company release from NinthDecimal. “These insights complement the ZenithOptimedia LiveROI planning process, a dynamic, real-time approach to improving the effectiveness of advertising spend.”
The company says that seven current Fortune 500 ZenithOptimedia clients, such as Kohl’s, are currently “benefiting from this new solution with 19 mobile campaigns. These brands have started to measure omni-channel partners to demonstrate true in-store conversions lift by audience type, location, and media channel partners.”
“Engagement is not the only measure of effectiveness, which is why NinthDecimal’s LCI™ product provides our agencies and clients with a holistic view of consumers’ pathway to conversion along with actionable intelligence,” said Julian Zilberbrand, EVP for Activation Standards, Insights, and Technology at ZenithOptimedia. “These insights will empower brands to affect the customer path in real time.”
The joint partnership is being deployed across all of ZenithOptimedia’s media partners, representing the leading publishers and ad networks in the industry.
“We’re excited to partner with ZenithOptimedia to introduce this revolutionary platform that will change how the industry determines omni-channel campaign ROI,” added NinthDecimal CEO Michael Fordyce. “Uniquely sitting at the intersection of physical-world behavior and digital-world behavior enables us to provide the first omni-channel measurement platform utilizing mobile as the glue that connects all media.”
