Amazon in AI partnership to help brands measure ad performance

The e-tail giant and Stackline have rolled out a multi-retailer attribution platform. Known as Stackline Multi-Retailer Attribution, the solution combines proprietary audience technology and Amazon Marketing Cloud functionality to quantify all consumer purchases driven by their Amazon advertising investments across all major retailers.

Historically, retailer attribution models have focused on a single retailer’s performance, meaning Amazon advertisers could not measure transactions that began with engagement on the Amazon site but ended with a purchase at a different retailer.

However, the Amazon-Stackline approach measures consumer purchases across retailers and channels at the individual product level and then connects that behavior back to shoppers who engaged with an Amazon campaign.

“Today’s announcement marks a significant milestone in the evolution of digital advertising analytics,” said Michael Lagoni, CEO of Stackline. “By partnering with Amazon, we offer our clients a unified view of their customers’ journeys, transcending traditional single-retailer limitations. This new capability enables brands to allocate their advertising budgets more effectively and maximize their marketing ROI.”

“Stackline’s technology and Amazon’s data capabilities together empower brands to see not only the direct effects of their advertising on Amazon but also the broader influence on offline and online sales across the entire retail ecosystem,” said Mitch Keidan, co-founder and head of product at Stackline.

Chain Store Age