Announcements, analysis and opinions on industry trends around the mobile programmatic world.
Affle’s mediasmart platform today announced that it has entered into a strategic partnership with the leading customer intelligence platform, Lifesight, to bring advanced audience data and independent footfall attribution solutions to its self-serve programmatic platform. Through the partnership, mediasmart will be able to expand its offer on footfall tracking tools and leverage high-quality audience segments based on O2O interest and intent for their clients within their platform.(1)
Footfall measurement makes it possible for advertisers to measure the number of people entering a store and can be directly linked to attribute the impact of a Drive-to-Store campaign. This thus helps advertisers create targeted messaging based on the user's location patterns and measure real-time impact of their ads.
Commenting on this partnership, mediasmart's CEO Noelia Amoedo said, “We live in a connected world where a user’s online and offline personas meet and interact at various touch points through our smart devices. mediasmart’s advanced technology coupled with Lifesight’s data and audience solutions will help our customers communicate effectively with the users to get more value out of their campaigns.”
"We are witnessing a rapid evolution in consumer behavior and it's getting increasingly more difficult to keep up with the connected consumer journey, hence it's more important than ever for marketers to leverage data to optimize ad spend and improve ROI. I am extremely pleased to see Lifesight’s trusted audience data and independent footfall attribution solution being made available on mediasmart, the leading mobile advertising platform, which further validates our data and insight capabilities," said Tobin Thomas, CEO of Lifesight.
(1)While our data integration with Lifesight is up and running, our integration with their Footfall tool, is in the works. Contact us if you are interested in this solution!
mediasmart a self-serve mobile programmatic platform (now part of Affle group) provides advertisers, trading desks, and agencies an integrated mobile advertising platform with the unique strengths on (a) Omnichannel audience targeting leveraging both online and offline signals, (b) Incrementality measurement led advertising for offline and online advertisers, and (c) Measurable and high impact CTV advertising though its proprietary Household Sync technology.
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. Our industry-leading solution enables the transformation of customer data into actionable insights that help drive business decisions, optimize marketing spend, and improve customer experiences.