Interviews, insight & analysis on digital media & marketing

Amperity announces new media measurement tools

AI-powered Lakehouse customer data platform (CDP) Amperity has announced the expansion of its  paid media capabilities to help brands close the digital advertising feedback loop with a “first-party data advertising graph”. 

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 visibility enables marketers to optimise their advertising budgets daily to drive the highest return on ad spend (ROAS). 

Peter Ibarra, head of media and adtech solutions at Amperity, commented: “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.”

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.

Jay Goebel, vice president of data partnerships at The Trade Desk, commented: “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.”