AdTheorent, Inc., a technology company whose data-driven predictive solutions are transforming digital advertising, today announced it will integrate data from IHS Automotive, the leading source of automotive intelligence, to provide the first cross-channel (i.e., mobile and desktop) 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.
A Complete Attribution Solution
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. AdTheorent’s mobile and desktop impression IDs are matched with IHS data to identify, actual impressions that result in vehicle purchases at an aggregated level. For the first time, automotive brands can understand how their mobile marketing affects not only advertising engagement, but consumer purchase behavior in the physical world.
“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.”
Automotive Targeting: A Cross-Channel ID Device Map Powered with Offline, Online and Mobile Data
With 42 percent of recent car buyers using multiple devices as part of their shopping efforts1, marketers must obtain a holistic view of mobile, desktop and offline consumer behaviors. To date, marketers have been generally unable to match disparate user IDs and with available data pools at scale. Through its arrangement with IHS, AdTheorent has linked TMP data from IHS Automotive — with the myriad forms of consumer IDs (postal, mobile, IP address, etc.) to create a single user ID. This allows advertisers to finely target at scale, across device types.
“With the explosion of mobile devices and digital content channels, it is even more imperative for marketers to have the ability to connect the dots between offline, digital and mobile data to drive results and get the most value from advertising initiatives,” said John McBride, vice president, digital and media solutions at IHS Automotive. “AdTheorent has a unique ability to take data from the physical world and, through its comprehensive ID-based data map, bridge that to mobile and desktop, providing advertisers enhanced data targeting capabilities and the ability to target a single consumer across devices.”