MUMBAI: Global advertising technology firm The Trade Desk has partnered with Lifesight, a customer intelligence company that specialises in location-based measurement. The association will enable the tech firm to provide insights to marketers in India regarding the impact of their online advertising campaigns on store visits and the ability to optimise campaigns.

Through the platform, marketers would also be able to effectively measure how their digital campaign is driving in-store visits to complement other online campaign metrics such as views or clicks, said the company. "By leveraging in-flight location data insights, marketers can optimise campaigns on the go and use those campaign insights to inform spend allocation and shape media strategies that drive better business outcomes," said the tech firm.

“In the last 18 months, measurement has become a top priority as marketers are under pressure to prove ROI of every advertising dollar. As we step into the festive season and economic activity picks back up in India, brands can apply learnings from the pandemic to change the way they market to consumers that is more effective and efficient,” The Trade Desk India- general manager, Tejinder Gill said.

As more people go shopping for India’s festivities, brands are experiencing huge traction on digital channels and in their physical stores. This retail resurgence both on and offline have marketers re-assessing their measurement approach in an increasingly complex consumer journey.

The announcement comes at a time when Indian marketers are increasingly embracing the value of data-driven and cross-channel advertising campaigns. Through The Trade Desk, brands can measure and compare their campaigns’ performance with other channels on the open internet such as connected TV (CTV), over-the-top (OTT), audio streaming, web and mobile apps.

Lifesight CEO Tobin Thomas said, “This partnership marks the first time that Lifesight’s footfall measurement solution has directly integrated within a programmatic buying platform in India. This is a much-needed innovation that can help brands get the most out of their programmatic spend. Together with The Trade Desk, we are advancing the measurement capabilities for marketers in India.”