tldr: Closing the loop with Datalogix, et al.
As marketers think more careful about the business outcomes their ad dollars actually produce, a host of data companies have emerged in an attempt to help them connect the dots. Datalogix, for example, says it helps marketers optimize their ad spending by tracking real-world sales data. Optimizing ad campaigns to drive sales is a more effective strategy than optimizing towards soft metrics such as “engagement,” the thinking goes.
Nielsen Catalina Solutions and comScore offer similar capabilities, designed to help marketers understand and optimize towards purchase behavior. All three companies are integrated with online publishers, ad vendors and ad tech companies.