Amperity, the first AI-powered Lakehouse customer data platform (CDP), 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.
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“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.
SOURCE: Businesswire
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