InMarket has announced a strategic partnership with Yahoo DSP. This collaboration introduces a Visit-Based Optimization Solution for advertisers in the U.S. and Canada. It allows brands to use daily store visit signals to gauge campaign effectiveness across various platforms.
This integration links Yahoo In-Flight Outcomes and InMarket’s actual visit streams. With the integration, users of Yahoo DSP can connect their media consumption to store visits. This setup supports automated, real-time campaign adjustments via Yahoo Blueprint to enhance overall performance.
“Marketers today are under increased pressure to prove the impact of their advertising efforts,” said Michael Della Penna, Chief Strategy Officer at InMarket. “Our partnership with Yahoo DSP offers advertisers the insights they need to track how ongoing exposure to their various advertising tactics is impacting KPIs – allowing them to make critical changes to optimize their campaigns while they are still in flight.”
Real-Time Campaign Adjustments
This partnership provides clear correlations between media performance and visitation behaviors. It includes analysis of multi-location performance and directional campaign reporting. These features help advertisers understand how digital efforts translate into real-world behavior for verticals like retail, QSR, and automotive.
“As we continue to evolve our In-Flight Outcomes solution, this partnership with a recognized leader in in-store visit measurement enables more timely and informed omnichannel decision-making across key verticals, including retail, QSR, and automotive,” said Emily Ray, Sr. Director, Business Development, Yahoo DSP. “InMarket’s capabilities complement our broader approach, helping advertisers better understand and maximize campaign performance.”
Advertisers can also pair these visit insights with InMarket’s Campaign Incrementality platform, available outside of the Yahoo DSP. As an additive solution, Campaign Incrementality demonstrates how multiple factors contribute to increased campaign ROAS, incrementality, and lift tied to visits and sales. This provides a clear method for tracking conversion and increasing accountability in reporting.
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News Source: Businesswire.com
