Amperity Announces New Media Measurement Tools
18 Junio 2024 - 8:00AM
Business Wire
Brands can now track digital advertising’s
impact across offline and online sales daily so marketers can
optimize media spend
Amperity, the first AI-powered Lakehouse customer data platform
(CDP), today announced it has expanded its paid media capabilities
to help brands close the digital advertising feedback loop with a
first-party data advertising graph. Now brands can regularly
measure the total impact of their digital advertising campaigns
across online and offline sales. This unprecedented visibility
enables marketers to optimize their advertising budgets daily to
drive the highest return on ad spend (ROAS).
Measuring the impact of digital advertising on sales has been a
significant challenge due to a lack of timely reporting. Signal
loss from third-party identifiers is forcing marketers to trust
black box models to measure their impact. Most marketers review
digital advertising performance inconsistently because of the time
it takes on their end to consolidate online and offline sales data
and trace sales back to a campaign.
The lack of timeliness also prevents businesses from effectively
using digital advertising to drive offline sales. Businesses lack
the ability to regularly send fresh offline signals to ad platforms
like Google and TikTok to refine their targeting algorithms for a
given campaign. Both issues ultimately result in misallocated ad
spend as marketers lack the timely insights necessary to optimize
their budgets between ad platforms.
“With the imminent deprecation of cookies, Wyndham is constantly
on the lookout for new and innovative tools that help us better
understand our guests and empower our media strategy,” said Mandie
Craig, director of paid media at Wyndham Hotels & Resorts.
“That's why we're excited to get access to Amperity's new media
measurement tools. The visibility this will provide into our
first-party audiences will be invaluable.”
Direct Integration of UID 2.0
Last year, Amperity launched a suite of direct connections to ad
platforms to reduce activation times from weeks to hours. This
allowed businesses to bypass legacy onboarding solutions and
automate audience uploads to keep ad platforms up-to-date with
where customers were in their journeys.
Now, Amperity is launching media measurement tools that help
brands close the digital advertising feedback loop with a
first-party data advertising graph. By directly integrating with
conversion APIs for ad platforms like The Trade Desk, Meta and
TikTok, Amperity enables brands to visualize ad performance across
offline and online transactions all in one platform. This is
especially important considering that 53.8 percent of B2C marketing
budgets are spent on digital marketing, according to The CMO
Survey.
The new innovation that enables direct audience activation is
through Amperity’s native UID 2.0 integration. This powers improved
closed-loop measurement of customers in the UID 2.0 network at a
one-to-one level, allowing for better analysis and optimization
across ad platforms and key customer segments.
“The simplicity of turning something into a UID 2.0 on the
Amperity platform and being able to bid on that appended ID across
various channels, from display and mobile to streaming audio and
CTV, provides a tremendous opportunity for brands,” said Jay
Goebel, vice president of data partnerships at The Trade Desk.
“With one universal identifier to connect everything end-to-end, it
enables our two platforms to work together to manage reach,
frequency, and measure bidding success within The Trade Desk’s
marketplace."
Introducing the new media measurement tools in
Amperity
Some of the benefits these new tools provide include the
following:
- Offline Conversion APIs: With Amperity’s Conversion API,
brands can accurately understand the in-store revenue their digital
ads drove by connecting offline transaction data to ad platforms in
real time.
- Segment Comparison Dashboard: This enables digital
marketers to quickly compare audience segments and understand key
differences in value and behavior to make more profitable
activation decisions.
- Ad Performance Dashboard: The Ad Performance Dashboard
enables marketers to easily visualize end-to-end media performance
across platforms in a single view to identify the highest
revenue-driving opportunities.
- Native UID 2.0 Integration: Amperity’s expanded
integration with UID 2.0 directly connects first-party data to
privacy-safe universal identifiers to track advertising touchpoints
across the open internet.
“For too long, brands have been held back by the limitations of
legacy technology and the opacity of the advertising ecosystem,”
said Peter Ibarra, head of media and adtech solutions at Amperity.
“Amperity’s media measurement tools remove these barriers by giving
digital marketers the freedom to make bold, data-driven decisions
that redefine how they approach and invest in their advertising
strategy.”
To learn more about Amperity's media measurement tools, visit
here.
Going to Cannes Lion June 17-20? Set up time with the Amperity
team here.
About Amperity
Amperity, the first Lakehouse CDP, delivers the data confidence
brands need to unlock growth by truly knowing their customers. With
Amperity, brands can build a first-party data foundation to fuel
customer acquisition and retention, personalize experiences that
build loyalty, and manage privacy compliance. Using patented AI and
ML methods, Amperity stitches together all customer interactions to
build a unified view that seamlessly connects to marketing and
technology tools. More than 400 brands worldwide rely on Amperity
to turn data into business value, including Alaska Airlines, DICK’S
Sporting Goods, Endeavour Drinks, Planet Fitness, Seattle Sounders
FC, Under Armour and Wyndham Hotels & Resorts. For more
information, visit amperity.com or follow us on LinkedIn, X,
Facebook and Instagram.
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version on businesswire.com: https://www.businesswire.com/news/home/20240618641730/en/
Andrea Mocherman press@amperity.com (206) 432-8302