Empyr Takes the Wraps Off New Cost-Per-Revenue, Performance Marketing Platform
Summary
If Empyr’s new platform lives up to its promises, brands will soon be able to only pay for mobile ads that actually drive offline sales in their stores. On Tuesday, Empyr revealed a new performance marketing platform that it claims can verify when campaigns send customers to brick-and-mortar locations to make purchases. “One of the holy grails of Internet is whether you can track somebody from seeing an offer online to walking into an actual store and making a purchase,” says Empyr CEO and founder Jon Carder. If a consumer sees the ad and wants to claim the benefits, they click on the link and then synch up the debit or credit card they plan to use to make the purchase. Eventually the credit card companies embraced the idea of sharing transaction data with third parties to run card-linked offers on their own apps and websites.