MFour Data Research announced the launch of OmniTraffic® Digital Ads, expanding its digital ad exposure capabilities beyond social media to include AI, streaming video and audio platforms. The feed now captures advertising exposure across ChatGPT, YouTube, Spotify, Pandora and SoundCloud, alongside Facebook, Instagram, TikTok, and X.
MFour’s OmniTraffic® Digital Ads feed gives brands a unified view of advertising exposure across channels that increasingly shape the consumer journey. Because each exposure is tied to the same opted-in MFour consumer identity used across the company’s behavioral data, researchers can connect media exposure with downstream actions including app usage, web activity, store visits, AI conversations, and purchases.
“Advertising is happening across more digital environments than ever, but measurement is still fragmented,” said Chris St. Hilaire, Founder and CEO of MFour Data Research. “By connecting ad exposure across social platforms, streaming media, and AI to what those same consumers do next, we’re giving brands a clearer view of the full journey and a stronger understanding of what happens after exposure.”
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Unlike modeled or inferred impressions, OmniTraffic® Digital Ads captures real, observed ad exposure from consenting, compensated consumers in MFour‘s first-party panel. Available fields vary by platform and can include advertiser information, promotion type, creative metadata, exposure timing and duration.
At launch, the feed includes approximately 60,000 consumers and 63 million ad exposures from the most recent 30-day period. For brand and insights teams, that expanded coverage creates new opportunities to evaluate advertising and brand lift across a broader mix of digital environments.
SOURCE: PRNewswire