You can read the Korrelate Q&A here.

Using our O2O^TM (Online to Offline) data, Korrelate connected shopping habits over the past year with actual vehicle purchases from April through September.

Here’s what we found:

People who researched Saab online were at least ten times more likely to purchase a Volvo, Volkswagen or a Mitsubishi than the average internet user. Affinity drops off substantially from there with Saab shoppers only twice as likely to purchase a Honda, Toyota or Dodge. This makes for great food for thought for brands conquesting Saab buyers.

“By marrying the addressable targeting capabilities of online video with the real world purchasing data provided through Korrelate, we can offer automotive advertisers the first solution that truly allows them to measure, optimize and maximize their investment in the medium,” said Scott Ferber, Chairman and CEO, TidalTV. “Partnerships like the one with Korrelate showcase the exciting possibilities and tremendous power of addressable advertising, and the value that online video advertising offers marketers.”

Click here to download the press release on the announcement.

Ashkan Soltani, a well-respected expert on consumer privacy, recently commented that perhaps online do not track efforts should be replaced by the goal  of do not surprise. Transparency is critical, but new tracking methods are rarely disclosed in privacy notices and consumers have limited ability to control or prevent their use.

According to Viebranz, who spent 17 years at Time Warner and its predecessor company, Time Inc, this trend is reflected by a slew of rebranding efforts and consolidations in the industry, as many startups are shifting their focus towards attribution services and away from behavioral targeting. This shift, Viebranz, believes, is being driven by some of the newer companies in the space looking to get brands to “kick the click-through habit” by creating better attribution models and better methods of evaluating consumer data.

Click here to read the fully story at DIGIDAY.

k-Anonymity is a measure of privacy devised by researchers to help protect individual users’ data.

When a rule of k-anonymity is applied to a database, it means that a user’s data cannot be distinguished from k-1 other users’ data. The bigger the k, the better the privacy.

For example if the database has an anonymous user born in 1955, living in the zip code of 32779 with a wife and 5 kids, there may be three people in the real world that match that profile. That means the k in this case is only three.

At Korrelate, we focus on keeping the k as large as possible. When we bring together data about users, we make sure that records cannot be triangulated back to an individual. We extract only the analytics we need while respecting the privacy of users.

Next time you hear someone say that their database is completely anonymous that doesn’t mean that the data can’t be tied back to a user; it usually just means that they just stripped out the personally-identifiable information (PII). What you really need to ask is how k-anonymous their database is.

We are excited to announce our new name and brand and most importantly, our renewed focus on helping solve the mystery of attribution: Our O2O™ (offline to online) product provides the first census-based, privacy-sensitive link between digital marketing efforts and product purchases for the ninety per cent of purchases still made offline.

While we spent a lot of the last year helping online publishers better monetize inventory through our federated RTB solution, the inventory monetization ecosystem gets more complicated and crowded with each passing day.

At the same time, our O2O™ solution has met with an overwhelmingly positive response from advertisers and agencies. Advertisers can supplement click-through and other CPA metrics with a census-based correlation to actual purchases. We are running campaigns and providing O2O™ analytics and our O2O™ pixel is being deployed on more and more campaigns. Brand marketers want a means by which to tie digital marketing efforts to product purchase. And they want to know it can be done without running afoul of user privacy concerns.

So we are excited to sharpen our focus on helping brands do just that…we can correlate digital marketing efforts to actual purchases in the offline world. We look forward to sharing more with you over the coming months: information on our O2O™ solution, the success stories of our current clients and announcements about our new partners.

We’re excited to be a part of the ever-changing online marketing ecosystem and to provide marketers with a much-needed tool; the ability to understand how online marketing correlates to offline purchases.

If you are interested in learning more about our O2O™ solution please contact us or subscribe to our newsletter to receive the latest updates from Korrelate.