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Retail Data Exchange Launches
US-based transaction data insights firm Commerce Signals has launched databridge, a platform linking owners of purchase data to potential buyers including advertisers, agencies and publishers.
 Buyers will have access to 'near-real-time insights', while data will be aggregated and anonymised. Data owners can control the price and specify the use to be made of data. The firm points out that more than 90 percent of transactions still occur in stores, making actual sales impact the key measure of campaign success, rather than 'site visits, last touch or clicks'. The platform makes use of Visa Advertising Solutions, and target industries include specialty retail, hospitality, travel and restaurant, says the firm.
CEO Tom Noyes (pictured) comments: 'With databridge, advertisers and publishers can come together in a secure exchange of insights. Now, anonymized and aggregated purchase data can be used for measurement and optimization, while protecting the underlying data. Signals are the metaphor for trusted exchange of information, each participant can decide what they want to answer and whom they want to work with'.
The company has locations in Palo Alto, CA and Charlotte, NC and is online at www.commercesignals.com .
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