Amperity, has announced it expanded its paid media capabilities to help brands close the digital advertising feedback loop with a “first-party data advertising graph.” The company’s new measurement tool gives brands the ability to measure the total impact of digital advertising campaigns across online and offline sales. This enables marketers to more effectively manage advertising budgets daily to drive the highest return on ad spend (ROAS).
“For too long, brands have been held back by the limitations of legacy technology. In addition to 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. It gives digital marketers the freedom to make data-driven decisions redefining how they approach and invest in their advertising strategy.”
Evolving media measurement
Last year, Amperity launched a suite of direct connections to ad platforms to reduce activation times from weeks to hours. The company says this allowed businesses to bypass legacy onboarding solutions. The solution automates audience uploads to keep ad platforms up-to-date with where customers are in their journeys.
Amperity suggests its enhanced media measurement tools help brands close the digital advertising feedback loop with a first-party data advertising graph. The solution directly integrates with conversion APIs for ad platforms like The Trade Desk, Meta and TikTok. As a result, Amperity enables brands to visualise ad performance across offline and online transactions all in one platform. This is important, considering that 53.8% of B2C marketing budgets are spent on digital marketing, according to The CMO Survey.
The innovation enables direct audience activation through Amperity’s native UID 2.0 integration. This enables 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.
What customers and partners say about the innovation
According to Jay Goebel, VP of data partnerships at The Trade Desk, “The simplicity of turning something into a UID 2.0 on the Amperity platform. Then being able to bid on appended ID across various channels, from display and mobile to streaming audio and CTV. This provides a tremendous opportunity for brands.
“With one universal identifier to connect everything end-to-end. This enables our platforms to work together to manage reach, frequency, and measure bidding success within The Trade Desk’s marketplace.”
“With the imminent deprecation of cookies, Wyndham is constantly on the lookout for new and innovative tools. Solutions that help us better understand our guests and empower our media strategy,” said Mandie Craig, director of paid media at Wyndham Hotels & Resorts. “That is why we are excited to get access to Amperity’s new media measurement tools. The visibility this will provide into our first-party audiences will be invaluable.”
Amperity’s new media measurement tools key benefits:
- Offline Conversion APIs: With Amperity’s Conversion API, brands can accurately understand the in-store revenue with their digital ads drive. This is achieved 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 behaviour. This is expected to enable more profitable activation decisions.
- Ad Performance Dashboard: The Ad Performance Dashboard enables marketers to easily visualise end-to-end media performance across platforms in a single view. Brands can then 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. This tracks advertising touchpoints across the open internet.
Enterprise Times: What this means for businesses
Digital marketers are under a tremendous amount of pressure. They must maximise media budgets, which involve the acquisition, understanding marketing impact, and effectively utilise first-party data activation and analytics. Measuring the impact of digital advertising on sales has always been a bit of a dark science. This is because of the lack of timely reporting. Many marketers review digital advertising performance inconsistently. This is because of the time- delay consolidating online and offline sales data and track sales back to a campaign.
The lack of timeliness can prevent businesses from effectively using digital advertising to drive offline sales. Businesses lack the ability to incorporate unstructured data in the POS, call centre, or customer emails into ad platforms. These platforms, such as Google and TikTok, can refine targeting algorithms for a given campaign.
Poor reporting and the inability to incorporate unstructured data can result in misallocated ad spending, with marketers operating effectively blind. This is because many marketers lack the timely insights necessary to optimise their budgets between ad platforms. Amperity’s announcement means brands can now track digital advertising’s impact across offline and online sales daily. This will help marketers to optimise media spending more effectively.
