Meanwhile, purchase data is the ultimate goal for many marketers, especially those in industries like consumer packaged goods (CPG) and pharma. To link online advertising with offline purchases, marketers need to wait for purchase data to come from stores and then link it to an advertising ID via an identity graph. This can take up to a month, limiting the optimization that this data provides during a campaign.
And better offline measurements have led to an increase of advertising with measurable offline goals.
Although rising privacy concerns have started to put pressure on O2O providers, especially in Europe, they are unlikely to derail the trend toward greater O2O measurement. The offline data, however, will likely come with more restrictions and require more explicit consent from consumers.