Brands can now track digital advertising’s impact across offline and online sales daily so marketers can optimise media spend

 June 19, 2024 – Amperity, the first AI-powered Lakehouse customer data platform (CDP), has announced it expanded its paid media capabilities to help brands close the digital advertising feedback loop with a “first-party data advertising graph”.

 

Tackling timely reporting challenges for marketing and advertising

Measuring the impact of digital advertising on sales has been a significant challenge due to a lack of timely reporting. 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 optimise their budgets between ad platforms.

Amperity’s new measurement tool allows brands to regularly measure the total impact of their digital advertising campaigns across online and offline sales. This unprecedented visibility enables marketers to optimise their 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 and the opacity of the advertising ecosystem,” said Peter Ibarra, head of media and adtech solutions at Amperity (pictured above). “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.”

 

Evolving media measurement for today’s marketer

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 visualise 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 optimisation across ad platforms and key customer segments.

 

What customers and partners say about the new innovation

“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.”

“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.”

 

Amperity’s new media measurement tools key benefits:

• 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 visualise 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.

To learn more about Amperity’s media measurement tools, visit here.

 

About Amperity

Amperity, the first Lakehouse CDP, delivers the data confidence brands need to unlock growth by truly knowing their customers. With Amperity, brands can build a first-party data foundation to fuel customer acquisition and retention, personalise experiences that build loyalty, and manage privacy compliance. Using patented AI and ML methods, Amperity stitches together all customer interactions to build a unified view that seamlessly connects to marketing and technology tools. More than 400 brands worldwide rely on Amperity to turn data into business value, including Alaska Airlines, DICK’S Sporting Goods, Endeavour Drinks, Planet Fitness, Seattle Sounders FC, Under Armour and Wyndham Hotels & Resorts. For more information, visit amperity.com or follow us on Linkedin, X, Facebook and Instagram.