In a major step towards transforming digital ad measurement, Amperity, the world’s first AI-powered Lakehouse customer data platform (CDP), has announced a set of media measurement technologies. These innovative solutions are designed to bring the online and offline worlds together and allow marketers to get the performance data they need for their digital ads.
Addressing the Digital Advertising Measurement Challenge
E-commerce marketers have always faced the question of how to assess the effectiveness of their Web-based advertising campaigns for the Internet and offline sales. The lack of timely reporting has hindered marketers’ ability to:
Consistently review digital advertising performance
Effectively trace sales back to specific campaigns
Utilize digital advertising to drive offline sales
Regularly update ad platforms with fresh offline signals
These limitations have resulted in misallocated ad spend and suboptimal budget optimization across various advertising platforms.
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Amperity’s Game-Changing Solution
Amperity’s new media measurement tools address these pain points by introducing a “first-party data advertising graph.” This innovative approach allows brands to:
Track the overall effectiveness of the digital advertising campaigns in both online as well as offline sales consistently
Maximize the ROAS (maximum return on ad spend) on advertising spend daily
Visualization ad performance for all transaction types on a single and integrated interface.
Key Features of Amperity’s New Media Measurement Tools
1. Offline Conversion APIs
It allows brands to integrate offline transactional data into ad platforms in real-time, giving a true picture of sales generated by online advertisements.
2. Segment Comparison Dashboard
Advertisers can easily compare the audience segments and note main dissimilarities in value and behavior to make better activation decisions.
3. Ad Performance Dashboard
By offering a broad perspective of media performance by platform in one window, this dashboard enables marketers to find the most appealing opportunities in terms of revenue.
4. Native UID 2. 0 Integration
Another key feature of Amperity is the firm’s deepened UID 2. 0 directly links first-party consumer data to privacy-safe global identification, allowing for the measurement of advertising impressions across the open web.
The Evolution of Amperity’s Media Measurement Capabilities
This latest innovation comes after Amperity first introduced direct connections to ad platforms, which cut activation periods to hours. The integration of these new tools provides a closed loop on digital advertising measurement and optimization.
The integration of UID 2.0 is especially significant because it enables enhanced closed-loop measurement of customers in the UID 2.0 network at a one-to-one basis. This enhancement enables analysis and optimization across the ad platforms as well as key customer segments.
Impact on Digital Marketing Landscape
The introduction of these tools is timely, especially given that 53.8% of B2C marketing budgets are spent on digital marketing, according to CMO Survey. By allowing marketers to track digital advertising campaigns’ total effectiveness in terms of online and offline sales on a weekly basis, Amperity equips them with the tools necessary for enhanced ad spending allocation and better marketing outcomes.
About Amperity
Amperity leads the market for customer data management as the first-ever AI-powered Lakehouse CDP. The platform offers brands the tools to:
Establish a solid base of first-party data
Support customer acquisition and retention management
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