Amperity Announces New Media Measurement Tools
Amperity, the first AI-powered Lakehouse customer data platform (CDP), today 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.
Mandie Craig, director of paid media at Wyndham Hotels & Resorts said,
“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,”
“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.”
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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.
Jay Goebel, vice president of data partnerships at The Trade Desk said,
“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,”
“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.
Peter Ibarra, head of media and adtech solutions at Amperity said,
“For too long, brands have been held back by the limitations of legacy technology and the opacity of the advertising ecosystem,”
“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.”
To learn more about Amperity’s media measurement tools, visit here.
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Dentsu-Microsoft Forge AI Powered Alliance for Agency Brands
Artificial intelligence is overtaking the world. Every industry is rushing to incorporate AI powered tools into its business models, especially the global advertising industry. A collaborative agreement between Dentsu and Microsoft has been announced in yet another case. By creating consumer-ready solutions, Dentsu’s staff will be able to increase client productivity and expansion by utilizing Azure OpenAI technology.
What’s in it for Dentsu?
The agreement will also be guarantee employee access to a secure, enterprise-level development ecosystem , which is an expansion of the already-existing relationship. The partnership between Dentsu and Microsoft aims to give staff access to cutting-edge tools so they can create prototypes more rapidly and effectively. The centralized organizational structure of Azure OpenAI eases the workload on the business and product groups while fostering rapid client development.
AI Connective is diversified online network dedicated to knowledge exchange among all agency brands. Azure OpenAI technologies are accessible globally via this tool. Dentsu’s current systems and databases incorporate the artificial intelligence frameworks as a crucial part of its overall strategy. Additionally, it reduces security concerns while promoting client-centered growth. The fruits of the result have already been borne with the development of two upcoming CXM solutions- Merkle GenCX and AI-playground LATAM
Merkle GenCX uses the potential of generative AI to provide an unforgettable client experience. Regarding LATAM, it offers tailored solutions that integrate audience databases with cutting-edge technologies. Customers benefit from the tool’s increased daily effectiveness and operational dexterity.
Here’s what they said!
According to Simon Crawshaw, Worldwide Lead for Media and Entertainment, Microsoft, both Microsoft and Dentsu share the vision to work towards a responsible AI. This is followed by Azure AI and Co-Pilot’s ability to drive creativity and productivity. He stated,
We are working closely with dentsu to enable AI to drive business and technological outcomes that will fuel a symphony of ideas, orchestrate captivating narratives, elevating brands and campaigns, and provide a powerful platform for their clients.
Dominic Shine, Group Chief Information Officer for Dentsu commented,
By extending our deep partnership with Microsoft and rolling out Azure OpenAI infrastructure, we’re making AI resources accessible to all dentsu employees within a framework defined on ethical and responsible AI principles.
The Dentsu-Microsoft partnership reflects the former’s dedication to employees’ access to the latest AI platforms. Their main goal is to give their staff the tools they need to take advantage of evolving technologies. AI-powered innovation and brand success have never been greater owing to this collaboration between Dentsu and Microsoft. This collaboration should produce outstanding brand experiences and enable the digital workforce.
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