Transaction Data Takes Measurement Beyond First-Party: Affinity’s Garbaccio

The coming tide of regulatory changes and privacy concerns in data-driven marketing will leave only the most valuable and consented data sets standing. That is according to one executive whose company captures consumer data from the sharp end – actual purchases. Damian Garbaccio, Chief Business & Marketing Officer at Affinity Solutions, believes that traditional marketing […]


Purchase Data Are at Core of Outcome-Based Marketing: Affinity Solutions’ Damian Garbaccio

NEW YORK – Measuring business outcomes is a key part of helping marketers to understand the effectiveness of their advertising and promotional efforts. Purchase data from banks and consumers who have opted in to share the information are a valuable resource in these metrics. “We’ve been talking about outcomes for a while, but this really […]


True Ad Outcomes Are Measured With Sales: Affinity’s Damian Garbaccio

SAN JUAN, Puerto Rico – Marketers for years have fretted that they weren’t sure whether their advertising was working. With every refinement to media measurement, the goal has been to pinpoint what exactly motivated a consumer to buy something again and again. “The progression has always been to measure more and more outcomes,” Damian Garbaccio, […]


Nielsen DMP Is ‘Connective Tissue’ In Addressable Link With Sony Crackle

CANNES – When most people consider a data-management platform (DMP), they see data and technology. Damian Garbaccio of Nielsen, which Sony Crackle recently chose to power its addressable advertising capabilities, sees “connective tissue” between data and measurement assets. Garbaccio, EVP, Advertiser Direct & Marketing Cloud, is working with Sony Crackle and much of its connected […]


Nielsen Turns Up the Volume On Audio Ads

CANNES — As research continues to show growth in podcast consumption and digital music subscription continues to go from strength to strength, advertisers once more have an opportunity to embrace audio. The prospects for radio advertising had been looking shaky. But now new advertising technology looks like helping networks benefit from the same kind of […]


eXelate Builds Nielsen In To ‘Enterprise Marketing Platform’: Garbaccio

Nielsen looks set to take on Adobe for data-driven marketing suite services, after integrating its earlier eXelate acquisition. eXelate is a data management platform (DMP), a software tool brands can use to slice and dice their customer data, and was acquired by Nielsen a year ago in a move which pooled the data sets eXelate had […]