New Amperity Tool Unites On- and Off-line Attribution

Customer data platform (CDP) Amperity has unveiled a first-party data advertising graph, with which clients can regularly measure the total impact of their digital advertising campaigns across online and off-line sales, and optimize return.

The firm has offices in Seattle, New York City, London and Melbourne, and uses patented AI and ML methods to 'stitch together' all customer interaction data and build a unified view connecting to marketing and technology tools. In July 2021 it raised $100m in a Series D round of financing valuing the company at more than $1 billion, and in march this year it launched two new generative AI capabilities, Explore and Assist.

The new tools draw on Amperity's native UID integration, giving individual customers a universal ID, and directly integrate with platforms including The Trade Desk, Meta and TikTok. Users can visualize ad performance across off-line and online transactions all in one platform. The system taps UID for 'closed-loop measurement' of customers at a one-to-one level, allowing for better analysis and optimization across ad platforms and key customer segments.

Off-line Conversion APIs allow in-store purchases to be linked to ads in real time, while a Segment Comparison Dashboard enables digital marketers to quickly compare audience segments and understand key differences in value and behavior. to make more profitable activation decisions.

Peter Ibarra (pictured), Head of Media and Adtech Solutions at Amperity, says of the launch: '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'.

Web site: www.amperity.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.