Stirista adds attribution and location intelligence

Stirista, the digital marketing solutions provider, today announced the acquisition of Nikaza, the location data and attribution platform. Nikaza’s technology will supplement AdStir, Stirista’s self-serve media-buying platform, by measuring the effectiveness of multi-channel campaigns through multitouch attribution of in-store and online purchases.

AdStir allows brands and agencies to run campaigns based on audiences from Stirista’s own large-scale deterministic data sets, or on their own customer data.

Multitouch attribution. We asked Stirista CEO Ajay Gupta to explain how online and offline experiences are tied together to support attribution. “Our DSP enables device level targeting,” he said. “With the acquisition of Nikaza’s location based platform, AdStir can map digital ads for unique device IDs to the device IDs walking into a brick and mortar location. For a marketer that sends a digital ad and coupon to a targeted group of device IDs, the AdStir platform will allow the marketer to match those device IDs to those that visited the physical store location.”

Why we care. The trend of making digital marketing offerings more comprehensive through acqusition continues, of course—and anything which supports more accurate attribution also supports spending marketing and advertising dollars.