Flybuys and The Trade Desk, a global advertising technology leader, are partnering to provide advertisers with unprecedented insight into the impact of their online advertising campaigns on offline and online sales.
It’s said to be the first Australian partnership to deliver an in-store and digital sales measurement solution within a programmatic platform.
The partnership will see Unpacked by Flybuys’ de-identified sales conversion data, from Flybuys’ more than eight million members, made available within a programmatic buying platform. This will allow brands and their agencies to directly apportion the impact of their digital campaigns on sales within Coles and Liquorland and use that insight to drive near real-time enhancements to campaign setup.
The result is said to be “more accountable, more efficient, and better performing media”.
Flybuys Chief Product Officer Harley Giles says the integration will allow brands and agencies to optimise their media investment in a way that was not previously possible.
“We are delighted to partner with The Trade Desk to help make its advertising more effective, by providing high-quality conversion data straight from Coles and Liquorland checkouts, in near real-time directly to The Trade Desk platform,” he says.
The Trade Desk General Manager, Australia and New Zealand, James Bayes says linking media investments to true business outcomes is what all marketers should be striving for.
“This first-of-its-kind partnership delivers exactly that with further capacity to optimise campaigns in real-time based on closed-loop measurement,” he says.
“This partnership is clear evidence of our commitment to helping marketers, who are becoming more data-driven, make smarter decisions and demonstrate the link between their media investment and real-world outcomes,” he said.
The partnership will launch beta rollout in August.