MediaMath and Cision announced a partnership that enables brands to integrate data from earned media with paid media, giving brands a holistic view of their customers. According to a release, the partnership “addresses the need for marketing and advertising professionals to integrate their efforts, resulting in targeting and measurement across earned, owned and paid channels.

“”For decades, communications pros have not been able to measure and attribute business results for their earned media efforts. As a result, despite widespread acknowledgment of the importance of earned media at building trust and credibility with customers, their budgets as a percentage of the marketing mix, are at an all-time low,” said Kevin Akeroyd, Cision CEO.

“”Our innovative development with MediaMath empowers brands to directly attribute behavior, revenue, and any other business results from their earned media, and leverage that data to create a first-of-its-kind holistic profile of customers. They can then activate that profile in an integrated, omnichannel program across paid, owned, and earned media.””

More here.