Omnichannel audience and measurement company NinthDecimal has announced more than 155 new partnerships with top media publishers and ad networks, who have joined the companys Location Conversion Index (LCI) partner network to power offline and cross-device attribution.

With firms including Amobee, Kargo, Opera Mediaworks and RocketFuel, the list of LCI partners now includes eight of the 10 largest US digital media properties according to comScore rankings, and eight of the nine top demand-side platforms based on Forrester scores.

With this broad ecosystem, NinthDecimal aims to give agencies and brands unparalleled reach to measure campaigns with any of their preferred media partners, enabling brands to leverage the technology to measure incremental life for in-store visits and better understand the effectiveness of their marketing spend.

The partnerships expand NinthDecimals measured audience to over 135m consumers, generating over 1.5 trillion data points per month, and representing over two-thirds of all US smartphone owners.

NinthDecimal also released initial benchmarks on campaign performance, based on over 4bn cross-device campaign impressions which showed that cross-channel campaigns that combined mobile app, mobile web and desktop advertising generated 60 per cent better lift to in-store visits than purely desktop campaigns.

“Marketers are rapidly investing in cross-channel marketing, and as a result require new metrics than can be applied across all of their media,” said David Staas, president of NinthDecimal. “NinthDecimals scale of audience and partners, precision and cross-platform capabilities provide the leading measurement solution built to meet these new demands.”