Epsilon rolls out tool to measure display ad impact

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Dallas—Multichannel marketing company Epsilon Data Management has launched Audience Insight, a tool to measure the impact of display ad programs. Offered as part of Epsilon's TargetDisplay suite, Audience Insight profiles customers who view a company's ads, visit its site and convert online; measures omnichannel purchases that result from the campaign, including interactions from in-store, catalog and call centers; and attributes conversions only from customers who saw a banner ad from the campaign, the company said in a statement. Epsilon recently expanded its partnership with Facebook to offer advertisers the ability to target Facebook ads to groups of people based on interests expressed on the social site.
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