Proving the Impact of Digital Ads on Offline Sales with Viant’s DSP

• Measure the impact of digital advertising on driving offline purchases
• Increase in-store purchases

• Offline Conversions in Conversion Lift
• Offline Conversions in Multi-touch Attribution (MTA)
• Viant Identity Graph

As a regional appliance store, a significant number of sales take place in store in addition to online, and most attribution is limited to online pixel activity. However, Viant’s ability to ingest client provided offline conversion data for use in Conversion Lift and Multi-touch Attribution (MTA) reporting enables brands to understand the full impact of their digital media in driving online and offline sales.

Upon launching a 45-day campaign targeting behavioral and contextual audiences across online banners, online video, and CTV through our DSP, the client provided offline conversions including email identifiers and other sales information. We matched this conversion data to our identity graph and media served through the Viant DSP and attributed over 5,700 offline conversions that would have been missed leading to inaccurate reporting. With the accurate attribution, the brand was able to see the true impact of their digital advertising investment, allowing them to optimize their campaigns and demonstrating how including the offline sales decreased their eCPA and increased their return on ad spend (ROAS).