Amperity unveils new tools to boost digital ad measurement

Amperity has unveiled new media measurement tools aiming to improve how brands assess the impact of digital advertising on offline and online sales.

The company, known for its AI-powered Lakehouse customer data platform (CDP), has expanded its capabilities to include a first-party data advertising graph. This allows brands to measure the efficacy of their digital advertising campaigns and adjust their budgets accordingly to maximise return on ad spend (ROAS).

Historically, measuring the impact of digital advertising on sales has been problematic due to delays in reporting and reliance on third-party identifiers. The decline in signal strength from these identifiers has led marketers to depend on less transparent models for impact assessment. Consequently, many marketers evaluate digital advertising performance irregularly, due to the time required to consolidate sales data from both online and offline sources and link it back to specific campaigns.

This delay hinders businesses from using digital advertising effectively to boost offline sales. Companies are often unable to provide fresh offline data to ad platforms such as Google and TikTok to fine-tune their targeting algorithms, which results in poorly allocated advertising budgets due to a lack of timely insights.

Mandie Craig, Director of Paid Media at Wyndham Hotels and Resorts, commented on the new tools, saying, "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."

The company initially streamlined ad platform connections last year to expedite activation times from weeks to hours, by enabling businesses to sidestep outdated onboarding systems and automate audience uploads. Building on this, the new media measurement tools incorporate direct integration with conversion APIs for platforms including The Trade Desk, Meta, and TikTok. This helps brands to visualise ad performance across transactions, whether they occur online or offline. According to The CMO Survey, 53.8 percent of B2C marketing budgets are spent on digital marketing, highlighting the significance of these advancements.

Amperity’s latest innovation leverages native UID 2.0 integration to facilitate improved closed-loop measurement of customers within the UID 2.0 network. This one-to-one level measurement enhances analysis and optimisation across various ad platforms and 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."

The newly introduced tools offer several benefits, including an Offline Conversion API, which connects offline transaction data to ad platforms in real time, allowing brands to measure in-store revenue driven by digital ads. A Segment Comparison Dashboard helps digital marketers quickly evaluate audience segments and understand key behavioural differences, thereby facilitating more profitable activation decisions. An Ad Performance Dashboard allows marketers to view end-to-end media performance across platforms in a single interface, identifying the most lucrative opportunities. Furthermore, the expanded integration with UID 2.0 connects first-party data to privacy-safe universal identifiers, enabling tracking of advertising touchpoints across the internet.

Peter Ibarra, Head of Media and Adtech Solutions at Amperity, remarked, "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."