KINESSO Unveils Industry’s Most Cutting-Edge Solution to Optimize Campaign Performance in the Post-Cookie Era
08 Marzo 2024 - 9:09AM
Business Wire
The Emerging Tech Assessment Enables IPG
Mediabrands Agencies to Deliver Unparallelled Campaign Results for
Brands Despite Impending Signal Loss
KINESSO, the IPG Mediabrands technology-driven performance
marketing agency within Interpublic Group (NYSE: IPG) announced
today the launch of their Emerging Tech Assessment (ETA), a
next-gen solution for brands looking to optimize campaign
performance in a post-cookie world. This proprietary offering is
the most comprehensive offering of its kind, specifically designed
to assess and mitigate potential performance risks for clients and
marketers alike.
The quickly approaching phase-out of third-party cookies
signifies a pivotal shift in the digital advertising landscape,
with significant impact expected to attribution, cross-platform
measurement, audience tactics, and optimization capabilities. The
ETA is an exciting and necessary advancement, offering a unified
approach to measure campaign success through the analysis of
client’s digital media investments – categorizing spend into high,
medium, and low risk – in the absence of cookies. The ETA also
grants brands access to a qualitative review that examines the
readiness of their technological infrastructure to adopt
next-generation strategies and improves their preparedness for
performance continuity.
KINESSO has built a global solution that outshines competitor
offerings through pioneering features that provide empowering and
actionable insights, including evaluating digital spend
holistically across channels. Notably, ETA prioritizes actions
based on a thorough risk evaluation, a critical step missing from
most in-market solutions. It is backed by a systematic and
automated data collection process that is integral to assessing
campaigns in forensic detail to inform strategic decision-making.
This custom approach not only de-risks client spend but
simultaneously opens avenues for service revenue growth.
"Our clients rely on us to navigate the complexities of digital
marketing, and the demise of third-party cookies presents a
significant challenge," said Chris Schimkat, Global Head of
Analytics at KINESSO. “The Emerging Tech Assessment is our
proactive solution to safeguard client investments, maintain
campaign effectiveness, and leverage our strategic partnerships
with industry giants like Google, Amazon Ads, and Meta."
Key benefits of the Emerging Tech Assessment include:
- Sophisticated Risk Analysis: Detailed and advanced risk
examination of digital media spend across channels and partners to
provide the most viable use of advertising technology to reach
their target.
- Tech Readiness Assessment: Qualitative evaluation of the
current tech stack to ensure technological preparedness for
next-gen solutions.
- Customization: A personalized approach for each brand,
with innovative recommendations, and the development of a strategic
roadmap in collaboration with brand-side teams.
KINESSO’s commitment to innovation and client success is at the
heart of the ETA, positioning the agency as a trusted advisor in
the face of industry-wide transformation. The agency is currently
working to scale this offering so that all IPG Mediabrands clients
have the opportunity to benefit from the ETA.
For more information about the Emerging Tech Assessment and how
KINESSO can help your business adapt to the digital advertising
evolution, visit kinesso.com.
About KINESSO
KINESSO is the technology-driven performance marketing agency
that sits at the very heart of IPG Mediabrands, providing
actionable growth for both our agency partners and clients. We turn
‘action’ into ‘outcome’ for our clients, leveraging our unique
capabilities in optimization, analytics, AI and experimentation.
KINESSO has brought together the collective power of what was
formerly Matterkind, Reprise, and Kinesso under one collective
entity that will serve as the most powerful delivery engine in the
industry. We have extensive offerings spanning across performance
marketing and data and technology. Fueled by a deep understanding
of consumer behavior, we offer an end-to-end engine of planning and
optimization while also delivering on data-driven strategy for
social platforms, actionable growth in e-commerce, and creating
curated marketplaces specific to each client's function and needs.
The company has more than 6,000 employees operating in more than 60
countries. Learn more at www.KINESSO.com.
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Isabelle Brenton Isabelle.Brenton@mbww.com
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