AdTheorent, a well-known tech company and developer of data-driven predictive solutions, just announced a new offering for marketers of automobiles.
The firm will integrate data from IHS Automotive, the leading source of automotive intelligence, and provide the first cross-channel attribution solution that can link both mobile and desktop advertising campaigns to data on vehicle purchases.
“Through the combination of offline data from IHS Automotive and AdTheorent’s cross-device ID mapping infrastructure and capabilities,” the company tells us, “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.”
The greater precision will be a welcome turn of events. Recent research by Forrester has shown that only 13 percent of marketers feel very confident in their ability to measure cross-channel — and a mere 18 percent are “very confident in their ability to measure the ROI of their mobile advertising efforts.”
Now, automotive brands should be able to better understand how their mobile marketing affects not only advertising engagement, but consumer buying behavior.
“We are thrilled to offer this groundbreaking targeting and attribution solution to our automotive clients,” said Jim Lawson, the 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.”