Yieldbot and IRI Form Alliance to Help Brands Extend Measurement of In-Store Sales to Digital Advertising
Alliance will provide link to how publisher first-party data around real-time consumer media consumption can be attributed to in-store sales.
NEW YORK, Jan. 26, 2016 /PRNewswire/ -- Yieldbot, the leading media marketplace for real-time consumer intent, today announced a new strategic alliance designed to revolutionize how shopper marketers measure and respond to first-party data targeting with IRI™, a global leader in innovative solutions and services for consumer, retail, media and over-the-counter health care companies.
"The alliance enables Yieldbot to provide our buyers with more data, better analytics and greater results by more accurately and directly connecting the impact of their campaigns to in-store sales," said Jonathan Mendez, CEO and co-founder of Yieldbot. "Point-of-sale information is a vital metric for brands to understand what's working and where future marketing dollars should be spent."
By leveraging first-party data instead of second or third-party "cookie profiles," Yieldbot is able to target real-time consumer intent across mobile and desktop. One of the many advantages the Yieldbot and IRI alliance creates is providing a unique methodology for accurately gauging and analyzing in-store sales lift. Instead of establishing test and control DMAs (Designated Market Area) before the campaign launches, "test" markets are identified subsequently.
Assigning the test markets for analysis after the campaign runs enables shopper marketers to optimize towards the best performing shopper intent during the campaign.
"It's no secret that consumers both research and are influenced by online media before going into a store, but uncovering how digital advertising campaigns directly impact these offline sales is challenging," said Srishti Gupta, president, IRI Media Center of Excellence. "This is especially true for the rapidly increasing digital shopper marketing campaigns. By expanding IRI's alliance with Yieldbot, we can now provide the tools and methodology that brands need to uncover the crucial digital path to purchase and help prove the value of investing in real-time consumer intent digital advertising."
This distinctive technique and strategy enables shopper marketers buying Yieldbot to focus on achieving the brand's campaign objectives. With the IRI alliance, the platform technology will continually optimize based on consumers' in-the-moment needs and deliver on intent that is performing instead of pushing intent to preset DMAs.
Yieldbot is a media technology company that uses first-party data to create a marketplace for consumer intent. The technology enables media owners to market the real-time intent of their consumers to the buyer universe created by search. The company works with more than 900 major publisher web sites and every major agency holding company in the world to help them understand active consumers and match them with the right messages in real-time.
Yieldbot was founded by a team of data and software veterans who wanted to increase the value of digital media for brands and drive higher CPMs for publishers. The company's offerings can be bought and sold on a performance basis.
Yieldbot is headquartered in New York with offices in Bentonville, Boston, Chicago, Los Angeles, Minneapolis and Portland. For more information, please visit: http://www.yieldbot.com.
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers and media companies to grow their businesses. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand cloud-based technology platform, IRI helps to guide more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver market-leading growth. A confluence of major external events—a revolution in consumer buying, big data coming into its own, advanced analytics and automated consumer activation—is leading to a seismic shift in drivers of success in all industries. Ensure your business can leverage data at www.iriworldwide.com.
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