Affinity Solutions, a leading consumer purchase insights company, has announced the formation of the Outcomes Marketing Council. This new collaborative forum aims to unite industry leaders to address pressing measurement challenges and opportunities within the marketing sector, particularly focusing on improving advertising effectiveness through purchase-based methodologies.
The initiative comes as global media advertising spend is projected to exceed $1 trillion this year, yet marketers frequently express a lack of confidence in accurately measuring their campaign impact. The Council’s mission is to tackle this disparity by integrating executives with extensive experience across media and marketing technology, known for their track record in driving innovation and influencing significant industry shifts. These leaders have previously been instrumental in elevating companies into high-growth brands and facilitating strategic mergers and partnerships.
Collectively, the Council will focus on identifying pivotal shifts in areas such as live sports and CTV, with the goal of helping brands leverage valuable, purchase-based methodologies to enhance measurement, optimize performance, and stimulate growth. Initial members of the Council include Damian Garbaccio, Chief Commercial & Marketing Officer at Affinity Solutions; Doug Campbell, CSO at DoubleVerify; Chase Miller, CPO at Claritas; Nishat Mehta, CEO at Lexitas and former President at Circana; and Kelley O’Hara, former professional soccer player, BreakAway Data ambassador, and host of the Sports Are Fun! podcast.
Damian Garbaccio stated, “The Outcomes Marketing Council demonstrates a commitment to advancing innovation through tangible action, seeking to align the industry around metrics that truly matter. By bringing together respected leaders dedicated to measurement excellence, we can move the industry beyond proxy metrics to verified, purchase-based outcomes, establishing a clearer path for measuring and optimizing advertising effectiveness.”
The Council’s work is structured around three core objectives: enhancing the quality of outcomes measurement by establishing consumer purchase data, coupled with optimization, as a foundational element for understanding real-world advertising impact; promoting best practices in optimized outcomes marketing through collaborative research, resources, and participation in key industry dialogues; and identifying opportunities to broaden Affinity Solutions’ offerings to enable advertisers to derive greater value from its granular, deterministic, and privacy-compliant consumer purchase data.
Doug Campbell, Chief Strategy Officer at DoubleVerify, commented, “I am pleased to represent DoubleVerify on the Outcomes Marketing Council alongside such esteemed peers from across the ecosystem. DoubleVerify is dedicated to assisting advertisers in maximizing media effectiveness, and this Council provides a crucial opportunity to advance outcome-based measurement across the industry. Through collaboration with Affinity Solutions and other leaders, we can help ensure marketers possess the necessary transparency and tools to connect their investments with meaningful business impact.”
Affinity Solutions specializes in consumer purchase insights, providing a comprehensive view of U.
S. and U.
K. consumer spending patterns across various brands. This is achieved through exclusive access to fully permissioned data from over 150 million debit and credit cards. The company’s proprietary AI technology, Comet™, transforms these purchase signals into actionable insights, enabling business and marketing leaders to achieve optimal outcomes and foster lasting customer relationships.
