X5 Retail Group, a leading Russian food retailer, and Mail.Ru Group have launched a partnership to measure the impact of targeted online advertising on offline sales.
The solution has already been tested by the global media group Dentsu Aegis Network.
The partnership between Mail.Ru Group and X5 will provide myTarget platform clients with access to anonymised data about X5 consumer behaviour, with a view to enhancing the accuracy of ad targeting and linking ad impression data with sales performance at the Pyaterochka, Perekrestok and Karusel chains.
During the test period, X5 created anonymised customer segments for specific advertisers, dividing potential customers into groups based on their consumption patterns.
Such customer segments were accessed through Data Marketplace myTarget.
In the near future, public segments will be added featuring a CPM-based monetisation model.