Here’s more progress on the ad measurement front: Acxiom is teaming with The Trade Desk to connect digital and CTV advertising audiences with online and offline sales. The connection is made using UID2 for The Trade Desk ad impressions and Acxiom’s Real ID for client conversion data. Matches are made at the individual level but remain anonymous through the miracle of Acxiom clean rooms.
Click-based attribution never made much sense for anyone but it is especially irrelevant for B2B marketers with long, complex sales cycles. LinkedIn has launched a more meaningful alternative, Company Intelligence API, which reports aggregated company-level data on engagement across LinkedIn touchpoints. It is sold through analytics partners who can correlate engagement with ad impressions and sales results.
Traffic to ecommerce websites fell 1% year-on-year while ecommerce app sessions rose 13%, according to Similarweb. Shopper experience still needs improvement: 41% of shoppers feel like strangers to their favorite retailers and only 20% see frequent personalization. Convenience is king: 55% say they’d pay more to find the right item without scrolling through several pages of results.
Brand safety and media measurement platform Integral Ad Science is being bought by private equity investor Novacap for $1.9 billion. It’s not the first PE rodeo for IAS, which was purchased by Vista Equity Partners in 2018 and went public in 2021. The company reported $530 million revenue in 2024 and is up 16% year-on-year in its latest quarterly report.