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Media company Verizon Media has partnered with CPG sales data provider Catalina to help brands link in-store and online purchases to digital media placements in real time.
Top line
According to a blog post, Verizon is the first DSP to be integrated with Catalina, which can access 236 million unique shopper cards and has relationships with “most grocery stores, as well as drug stores, mass general and convenience.”
Between the lines
Through this partnership, Verizon said brands will be able to match their media placements to purchases to then better understand the effectiveness of their media buys on consumers in real-time.
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