Uber Advertising Adds In-Store Sales Incrementality Measurement via Affinity Solutions
· 7h ago · Originally reported by Uber
Uber Advertising has launched cross-channel incrementality measurement powered by consumer purchase data firm Affinity Solutions. The capability is designed to show brands whether digital sponsored listings on Uber directly drive physical, brick-and-mortar retail sales.
Why it matters
Proving that digital ads lead to offline store visits and purchases is essential for commerce media networks competing for brand budgets.
Explain it like I’m new here
It is like checking store receipts to prove an ad on an app actually made someone walk into a shop and buy something.
Terms in this story
Incrementality
Incrementality is the extra result, such as sales, installs or visits, caused by advertising that would not have happened without it, usually measured by comparing exposed and unexposed groups.
Sponsored products
Sponsored products are ads that promote specific products within a retailer's or marketplace's search results and product pages, looking like regular listings but labelled as sponsored.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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