スイッチメディア has entered into a capital and business alliance with ITOCHU Corporation and started business collaboration with ゲート・ワン and データ・ワン. It will integrate TV commercial, Famima TV and purchase data across platforms to provide advertisers with advertising-effectiveness measurement and analysis.
スイッチメディア, which operates an AI advertising data platform, has formally announced its capital and business alliance with ITOCHU Corporation. It has also started business collaboration with ゲート・ワン and データ・ワン, which are involved in the retail media business, establishing a data-integration framework spanning multiple companies.
Under the new collaboration, TV viewing data, engagement data from Famima TV, one of Japan's largest retail-signage networks, and purchase data will be integrated to measure and analyze advertising effectiveness across platforms, with the results to be provided to advertisers. This is expected to enable effectiveness analysis spanning television, digital and retail media.
Cross-media effectiveness measurement has been viewed as a challenge as the use of retail media based on purchase data continues to expand. The collaboration is expected to enable analysis integrating metrics from each medium and provide data to support the optimization of budget allocation.