InMarket and Yahoo DSP Partner to Drive Real-Time, Visit-Based Ad Optimization

As part of its plan to make advertising more data-driven, InMarket has launched a collaboration with Yahoo DSP to provide a real-time optimization system based on visits that will help brands assess and respond to their campaign performance. With the new partnership, advertisers who utilize Yahoo DSP throughout the United States and Canada will be able to leverage the power of InMarket’s sophisticated measurement solutions, giving them more information about how their investments in different media contribute to the achievement of their goals, including visits to stores and other conversions. The key advantage of the solution is that it bridges the gap between digital impressions and real-life results through the utilization of geo-location intelligence and real-time analytics, thus providing marketers with the opportunity to optimize their campaigns dynamically as they are executing them. It should be mentioned that there is a growing trend of performance-driven advertising, according to which brands strive to obtain measurable business outcomes rather than impressions or clicks.

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This collaboration is in line with a larger shift in the industry toward respecting individual’s privacy and using data with their consent. For example, Yahoo DSP alongside with other platforms, are still developing AI-based optimization tools that will improve performance of campaigns without loss of user trust. Moreover, through sharing this partnership, the real time decision making feature of modern marketing are coming more and more at the forefront. Ability to change the campaigns using real time data of their performance can bring ad spend return improvement to a substantial level. In sum, through the joint effort of InMarket and Yahoo DSP, it is anticipated that more knowledge that is both effective and actionable will be given to brands and agencies thus in a large scale, they will be able to link online engagement with offline results and at the same time, the will be more capable of driving significant and quantifiable business outcomes in the highly competitive advertising world.

Read More: InMarket Announces Partnership for Real-Time, Visit-Based Optimization Solution with Yahoo DSP