A pioneering partnership in the industry, The Trade Desk has announced its collaboration with Lifesight, a renowned customer intelligence company that specializes in location-based measurement.
This industry-first partnership will give Indian marketers a better understanding of the impact of their online advertising campaigns on store visits and the capacity to maximize campaigns.
Tejinder Gill, the General Manager of The Trade Desk in India talked about this move. According to him, with the Christmas season approaching, the economic activity in India is heating up – and marketers should use lessons learned from the pandemic to improve the effectiveness and efficiency of their marketing to customers. He further added –
“Our partnership with Lifesight provides brands the opportunity to prove the connection between their campaign activities and real-world business results.”
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What does this partnership mean?
Through Trade Desk’s functionalities, marketers can track how their digital campaigns are driving in-store visits, in addition to typical online campaign analytics like views and clicks.
Now, marketers can optimize campaigns on the go and utilize campaign insights to advise spend allocation and design media plans that produce better business results. All this by integrating Lifesight’s in-flight location data insights.
This announcement comes as Indian marketers increasingly recognize the advantages of data-driven and cross-channel advertising strategies. Brands may use The Trade Desk to track and evaluate the effectiveness of their campaigns across various open internet channels, including connected TV (CTV), over-the-top (OTT), audio streaming, and online and mobile apps.
Tobin Thomas, CEO of Lifesight said –
“This partnership marks the first time that Lifesight’s footfall measurement solution has directly integrated within a programmatic buying platform in India. Together with The Trade Desk, we are advancing the measurement capabilities for marketers in India.”