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Verizon Media, Catalina Partner to Deliver User-Level Marketing Insights

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Verizon Media has entered a partnership with Catalina that will integrate Verizon Media’s first-party data with Catalina’s sales insights to power new solutions. The tools focus on real-time analysis to help retailers keep up with rapidly changing trends and maintain proper inventory levels.

One of the key capabilities is Inflight Sales Analysis, which is designed to match media exposures to observed purchase events on a daily basis. The solution, which is powered by Verizon Media’s identity graph, aims to help advertisers understand the effectiveness of their media on a user level in real time. The inflight analysis also includes enhanced metrics for New Category and New Brand buyers, for marketers looking to fine-tune their acquisition strategies. 

Another tool is Post Campaign Measurement, which helps retailers validate incremental sales impact. This offering was designed to enable greater granularity at scale and provide teams with brand and product-specific purchase insights, including for new products that are otherwise not measurable. The solution combines Catalina’s measurement with Verizon’s insights with the goal of better understanding purchases at the household and user levels.

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