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.
“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.”
SOURCE: BusinessWire