The news: StackAdapt launched an in-platform measurement tool that ties advertising exposure to real-world purchase data, partnering with consumer transaction data company Affinity Solutions.

The demand-side platform’s (DSP’s) Economic Impact Report draws on purchase data covering 100 million consumers—nearly one-third of the US population—giving advertisers a real-time view of return on ad spend (ROAS). Affinity’s data includes more than $4 trillion in spending that covers over 5,000 brands, 150 million debit and credit cards, and over 85 billion transactions.

StackAdapt built the tool around destinations, a design choice that extends its reach beyond travel marketers to any brand with a physical location, including retailers, restaurants, and other brick-and-mortar businesses.

“Together with StackAdapt, we’re enabling advertisers to move beyond proxy metrics and closed-system reporting by tying media exposure to real-world purchase outcomes,” said Kalyan Lanka, chief product officer at Affinity Solutions, per a press release.

Why this matters: The launch addresses a common complaint about digital measurement—a lack of trust that reported performance reflects real outcomes.

• 78% of US marketing decision-makers believe at least 10% of their spend is wasted due to insufficient measurement, and 7% put that figure at 30% or more, per the Haus 2026 Marketing Decision Confidence Index.
• About one-third of marketing leaders cite reliability concerns (34%), conflicting data (33%), and inconsistent measurement across channels (30%) as sources of that distrust.

The tool closes that gap by giving advertisers a real-time ROAS view based on purchase data, allowing media buyers to adjust campaigns mid-flight instead of waiting for post-campaign reports.

StackAdapt has been broadening outcome measurement across its ad formats. In Q4 2025, the company overhauled its programmatic out-of-home (OOH) platform to give buyers map views, screen previews, and venue-level pricing, directly addressing advertiser demand for proof of placement.

Implications for marketers: Tying media exposure directly to purchase outcomes gives brands with physical locations a better way to connect digital ad spend to foot traffic and sales. Because the tool works in real time, media buyers can shift budget away from underperforming placements mid-campaign rather than discovering missed opportunities after the flight ends.

• Test the tool’s ROAS output against the attribution method currently used, since its data set might not represent every advertiser's customer base across geography or income level.
• Look for competing DSPs to respond with similar purchase-linked measurement products. As pressure to prove ROI in real time builds across channels, tools that connect ad exposure to offline outcomes will be a baseline expectation for marketers.