On Tuesday, AdTheorent — a technology company — informed MMW that it will integrate data from IHS Automotive to provide the first cross-channel attribution solution linking mobile and desktop advertising to vehicle purchase.
Through the combination of offline data from IHS Automotive and AdTheorent’s cross-device ID mapping infrastructure and capabilities, advertisers can now utilize Total Market Predictor (TMP) data from IHS for audience targeting on mobile and desktop at scale, utilizing a host of offline and online data sources, in addition to gaining clear insights into the effectiveness of their digital campaigns.
According to a recent report by Forrester, 13 percent of marketers feel very confident in their ability to measure cross-channel, and only 18 percent are very confident in their ability to measure the ROI of their mobile advertising efforts.
Through its integration of IHS data, AdTheorent will deliver “precise attribution capabilities to automotive advertisers.”
“We are thrilled to offer this groundbreaking targeting and attribution solution to our automotive clients,” said Jim Lawson, Managing Partner and CLO of AdTheorent. “Through this integration, auto marketers can combine cross-device insights with actual purchase data to understand what marketing channels and tactics are performing for their brands, which will ultimately lead to unprecedented ROI.”
