Locala, a leading drive-to-store platform announced today a strategic partnership with Tapad, a global leader in digital identity resolution, to provide its clients with a holistic view of anonymous customer journeys across digital devices. This move responds to a rising need in the industry as each customer’s path to purchase becomes increasingly complex. Studies have shown more than 80% of consumers conduct research on products both online, offline and on a variety of devices before completing a purchase.*
Locala is now the only player able to measure and optimize traffic for retailers across multichannel touch points including desktops and mobiles websites, as well as in physical stores. Consumer journey data coming out of these consumer environments should no longer be siloed. It is essential for retailers to keep up with shopping habits across multiple channels. Customers are still researching online prior to purchase and eventually buying offline.
The Tapad Graph™ provides privacy-safe digital identity resolution that, when integrated into Locala’s drive-to-store solution, will allow Locala clients to benefit from a holistic view of the consumer journey. This game-changing omni-channel view allows marketers to optimize experiences for audiences across multiple devices and channels, leading to a higher return on marketing spends.
“Advertising metrics should no longer be separated across the digital and physical worlds,” explains Christophe Collet, CEO of Locala. “Our clients can now fully benefit from insights on their customer behaviors both online and offline to better manage their media investments and optimize in the best performing channels.”
Digital cross-device measurement capability is key to helping advertisers leverage their customer’s mobile micro moments. Marketers can now cover the entire journey from display, video or audio inventories to in-store or online conversions. With this move, Locala can now provide holistic attribution models to their clients, allowing future opportunities for high-impact digital investments.
“We are very excited to partner with Locala as they expand into the digital cross-device landscape,” explains Tom Rolph, VP of EMEA at Tapad. “There is no doubt that there is a large market demand for better multi-channel attribution, and we are proud to be their partners by offering our pioneering digital identity resolution solutions that help solve marketers’ evolving needs.
*Google CEE and IPSOS – June 2018
About Tapad
Tapad, Inc. is a leader in digital identity resolution. The Tapad Graph™, and related solutions, provide a privacy-safe approach to connecting device identifiers to brand and marketer data, thereby allowing for enhanced measurement, attribution, reach and ROI of marketing campaigns. The Tapad Graph™ enables marketers around the world to maximize campaign effectiveness and drive business results. Tapad is recognized across the industry for its innovation, growth and workplace culture, and has earned numerous awards, including the TMCnet Tech Culture Award. Based in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo, and is a wholly owned subsidiary of Telenor Group.