Boston, MA 10/09/2014 (wallstreetpr) – COMSCORE, Inc. (NASDAQ:SCOR) has indulged into a strategic agreement with Datalogic, a company that integrates online advertisements with offline sales.
Aim Of The Project
A PR Newswire article published yesterday reports the recent agreement between Comscore and Datalogix, two leading digital ad measuring companies which help brands minimize the gap between in-store sales and digital ad exposure. The deal aims at allowing comScore’s U.S.-based clientele to enhance validated Campaign Essentials (vCE) analytics in integration with Datalogix offline sales measurement. IT also includes DLX ROI to enable the measurement of offline sales of the various campaigns of brand advertisers.
Benefits
The joint venture will exploit COMSCORE, Inc. (NASDAQ:SCOR) vCE’s non-human sorting and viewability measurement for online advertisement campaigns. It will also utilize Datalogix’s user-level purchasing data which is worth $2 trillion. As a result, the joint measurement will assist brands in obtaining a fresh understanding of the offline sales performance of advertisements that were viewed by potential customers. The combination of the two systems offered by the two partners will allow better and deep insights via granular information sets garnered from millions of purchasing households. With the help of the obtained analytics, advertisers will be in a position to verify effective demographics, formats, creatives, publishers and channels for their campaigns. They will hence be able to manage future campaigns better.
In this context, COMSCORE, Inc. (NASDAQ:SCOR)’s Chief Executive Officer, Serge Matta, said that the partnership will help brands develop a better understanding of digital advertising ROI. The companies seek to bring a more precise quantitative feedback loop to online ad campaigns. The aim is to enable brands to estimate the performance of their ads. In addition, brands will also gain insights that will enhance the efficiency of their campaigns, he said. Datalogix’s CEO, Eric Roza also claimed that the partnership will provide brand advertisers the much-needed integration in campaign measurement.
