Advertising technology firm AdTheorent is to integrate data from IHS Automotive, a leading source of automotive intelligence, to provide the first cross-channel attribution solution that links mobile and desktop advertising to vehicle purchases.

Through a combination of offline data from IHS Automotive and AdTheorents own cross-device ID mapping capabilities, advertisers will be able to utilise total market predictor data from IHS for audience targeting on mobile and desktop at scale.

According to recent research by Forrester, only 13 per cent of marketers feel very confident in their ability to measure cross-channel, and only 18 per cent are very confident in their capability to precisely measure the ROI of their mobile marketing efforts. By integrating IHS data, AdTheorent will enable automotive brands to understand exactly how their mobile ads affect not only engagement, but actual purchase behaviour in the physical world.

“We are thrilled to offer this groundbreaking targeting and attribution solution to our automotive clients,” said Jim Lawson, managing partner and CLO at AdTheorent. “Through this integration, auto marketers can combine cross-device insights with actual purchase data to understand what marketing channels and tactics are performing for their brands, which will ultimately lead to unprecedented ROI.”

“With the explosion of mobile devices and digital content channels, it is even more imperative for marketers to have the ability to connect the dots between offline, digital and mobile data to drive results and get the most value from advertising initiatives,” said John McBridge, vice president of digital and media solutions at IHS Automotive.