Pandora Enters Preferred Provider Agreement for Omnichannel Attribution with InMarket’s LCI
American subscription-based ad-supported audio entertainment streaming service Pandora has entered into a preferred provider agreement for omnichannel attribution with InMarket’s Location Conversion Index (LCI). With InMarket’s LCI, Pandora will measure return on investment and incremental in-store visitation generated by its omnichannel ad campaigns, which span audio, visual, display, content, and more.
InMarket and LCI
InMarket is the leader in 360-degree consumer intelligence, real-time activation, and attribution for thousands of brands and publishers. LCI is a proprietary, always-on measurement solution that uses offline behavioral data to attribute incremental store visits to marketing campaigns. InMarket holds patents around measurement including those pertaining to the determination of store visit lift through a comparison of exposed versus control users.
It was the first platform to offer multi-touch attribution. It is also leading the way in developing solutions that match advertising impressions to first-party transactional data. InMarket’s multi-touch approach fractionally applies credit for visitation across every relevant customer touchpoint, tying foot traffic directly to marketing effectiveness. Pandora’s clients can use multi-touch-based insights to optimize across audience segments, creative, and other aspects of their content to have the greatest impact on metrics like revenue and customer growth.
The Leaders’ Say
Keri Degroote, Senior Vice President, Research & Analytics at Pandora cited InMarket’s offerings to be the most impressive and comprehensive attribution solutions in the industry. She said, “As a preferred provider, their powerful omnichannel solution with multi-touch attribution will be at the fingertips of our advertisers, offering intelligence on their marketing programs and enhancing return on ad spend.”
While Todd Dipaola, CEO, and Founder of InMarket was much content with the agreement and stated, “We’re thrilled to have Pandora as a preferred attribution provider, supporting their advertisers with holistic measurement and actionable intelligence that drives optimization efforts and return on advertising spend.”
InMarket’s Recent Three Accretive Acquisitions
InMarket’s award-winning platform and market-leading capabilities have been further advanced through the addition of three accretive acquisitions in the last six quarters: ThinkNear, NinthDecimal, and Key Ring.
In August of 2019, announced the plans to acquire Thinknear, a premier provider of location-based services, from Telenav®, Inc. The acquisition was said to have Thinknear’s team and intellectual property join InMarket in exchange for Telenav receiving a minority equity interest in the fast-growing company.
While last year’s September marked InMarket’s asset acquisition from NinthDecimal, a pioneer in location-based attribution and analytics. The deal cements InMarket as the leading real-time, data-driven marketing company, with $100 million in revenue and over 200 employees, offering a suite of solutions including a media SaaS platform, insights as a service (IaaS), and data as a service (DaaS).
And a couple of months later, the 360-degree consumer intelligence and real-time activation platform announced that it has acquired Key Ring, the top loyalty app, from Vericast. As part of InMarket, Key Ring will bolster an industry-leading suite of owned-and-operated apps, including List Ease and CheckPoints, that span the journey as shoppers plan, save and organize. These properties empower brands to reach highly engaged, opted-in shoppers in real-time while closing the loop on measuring campaign effectiveness.
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