The Trade Desk partners with Lifesight to measure impact of digital ads

The Trade Desk, a global technology company that markets a software platform used by digital ad buyers, has announced its partnership with Lifesight, a customer intelligence company that specialises in location-based measurement, to provide marketers in India with insight into the impact of their online advertising campaigns on store visits and the ability to optimise campaigns. Through The Trade Desk platform, marketers are able to effectively measure how their digital campaign is driving in-store visits to complement other online campaign metrics such as views or clicks. The partnership announcement comes at a time when Indian marketers are increasingly embracing the value of data-driven and cross-channel advertising campaigns. Through The Trade Desk, brands can measure and compare their campaigns’ performance with other channels on the open internet such as connected TV (CTV), over-the-top (OTT), audio streaming, web and mobile apps. Leveraging the Lifesight measurement solution on The Trade Desk platform, marketers can measure site visitations for digital campaigns of any brick-and-mortar store – ranging from entertainment, real estate, automotive, FMCG and fashion retail stores.