Advertiser Campaign Management, Ad Tech and Martech
PR Newswire | July 05, 2023
InMarket, a leader in 360-degree marketing intelligence and real-time advertising, today released their new study, Getting Smart About Ad Waste, in collaboration with the CMO Council. The study revealed that brands using InMarket's advanced attribution technology, including real-time inflight optimization, can achieve up to an 11x reduction in media waste compared to brands that don't. The highest performers in the study drove positive incremental results for 94% of their media spends.
Improving the economics of advertising and driving better outcomes against key KPIs are persistent challenges for CMOs. By focusing on always-on attribution and real-time inflight optimization, CMOs can extend the performance of their campaigns and drive dramatic increases in Return-On-Ad-Spend (ROAS).
The report highlights a major national Quick Serve Restaurant (QSR) brand that uses LCI (Lift Conversion Index) always-on attribution and real-time inflight optimization to monitor what exactly is driving their restaurant visits and sales. InMarkets' LCI attribution platform demonstrated that this specific chain was able to optimize nearly all impressions served—93% and 7% waste. The study compares this result to another major QSR brand that did not use the LCI's advanced capabilities resulting in a wasted 72% of all impressions served.
Additional highlights from the study on always-on attribution and real-time, in-flight optimization include:
InMarket found that LCI customers not leveraging always-on, real-time optimization have the opportunity to optimize 75% or more of their media spend: InMarket saw positive results in 94% (6% inefficiency) of the media for their highest-performing brands, while seeing an opportunity for their lower-performing brands not leveraging advanced attribution to optimize 75% of their current media impressions.
With increasing campaign spending, the opportunity cost of wasted media is rising significantly: For campaigns nearing $20 million, if 75% of the campaign is non-performing, then that lack of optimization within their campaign is equivalent to 15 million wasted dollars in advertising spending.
"Consumer behavior is constantly shifting and evolving, requiring marketers to react and optimize in real-time to assure they engage consumers when and where it matters most," said Todd Morris, CEO of InMarket. "Traditional media approaches focused on lowering the costs associated with advertising. However, today's advanced measurement technologies empower CMOs to drive unsurpassed experiences, outcomes and efficiency from existing investments. We're excited to partner with CMOs to help them better engage consumers while also driving improved media efficiency and effectiveness."
Some of North America's largest corporate marketing organizations and brands trust InMarket's award winning advanced LCI attribution solution to optimize their media investments. InMarket's LCI has become the industry's leading attribution platform for marketers and agencies to understand the impact of their omnichannel marketing spend from impression to visit to purchase. For more information on InMarket's LCI visit https://inmarket.com/attribution.
"CMOs are facing growing budget pressures and increased expectations to drive positive ROAS from their media investments," said Donovan Neale-May, Executive Director of the CMO Council. "As a result, attribution adoption has become mission critical in order to accurately measure outcomes from media efforts, while further informing marketing and media strategies."
Spending on attribution software globally is expected to experience a strong 15.5% CAGR from 2022 to 2031, reaching $12.9 billion globally according to Allied Market Research. The CMO Council's 16,000-plus members control approximately $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. The council works to connect thought leaders and key players across multiple industries to build strong relationships among a strong group of senior corporate marketing executives. For more information, visit www.cmocouncil.org.
Since 2010, InMarket has been a leader in 360-degree marketing intelligence and real-time advertising for thousands of major brands. Through InMarket's data-driven marketing platforms, brands can build targeted audiences, activate real-time omni-channel marketing programs, and measure the success of those programs in driving sales.
InMarket holds more than 25 patents across location, attribution, and digital marketing, and was awarded Product of the Year at the 2022 Sales and Marketing Technology Awards for its GeoLink marketing platform, along with Best Advertising Measurement Platform at the 2022 MarTech Breakthrough Awards for its attribution platform LCI (Lift Conversion Index). InMarket was also awarded the Best Use of Data award at the 2022 Digiday Media Buying & Planning Awards, and ranked 300 on the 2022 Deloitte Technology Fast 500 list. Its nationwide team is united across more than 30 states. For more information, visit www.inmarket.com.
About CMO Council
The Chief Marketing Officer (CMO) Council is the only global network of executives specifically dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 16,000-plus members control approximately $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 65,000 global executives in more than 110 countries covering multiple industries, segments and markets. For more information, visit www.cmocouncil.org.
Business Wire | August 24, 2023
LoopMe, a leading technology company that uses artificial intelligence (AI) to improve brand advertising performance, today announced that it has joined the Network Advertising Initiative (NAI), the leading self-regulatory association comprised exclusively of third-party digital advertising companies. LoopMe’s NAI membership certifies that the entirety of LoopMe’s data protection and privacy practices and processes are in compliance with the applicable laws and regulations that protect the collection, storage, and use of consumer data.
“We are delighted to join the NAI with its hugely respected independent seal of approval that companies increasingly look for when selecting advertising business partners,” said Paolo Cerroni, VP of Legal, LoopMe. “This latest validation is a strong signal to the industry and demonstrates LoopMe’s commitment to brand integrity, consumer trust, data protection, and compliance with applicable legislation and industry standards.”
“AI is impacting all aspects of digital communications, and it’s great to see industry leaders like LoopMe committing to be champions for privacy protections through membership in the NAI,” said Leigh Freund, President and CEO of the NAI. “We’re looking forward to working with LoopMe to explore how AI matching supply with demand in digital advertising can evolve in ways that inspire consumer trust and effective ads.”
While widely applicable, the NAI membership is an external certification confirming that LoopMe’s practices and processes satisfy the needs of clients with the strictest data protection standards, such as pharmaceutical companies and media buyers at agencies and brands.
The NAI membership adds a US-focused data privacy certification alongside LoopMe’s other global external certifications and validations. These include the EDAA Trust Deal awarded by the European Interactive Digital Advertising Alliance Membership (EDAA) and the E-Privacy certification, both following a similarly in-depth external audit of the entirety of LoopMe’s data protection and privacy practices.
For more information about LoopMe’s privacy and data protection efforts, please visit https://legal.loopme.com/privacy-center.
LoopMe is a technology company that uses artificial intelligence (AI) to improve brand advertising performance and outcomes. LoopMe was the first to apply AI to brand advertising and its Intelligent Marketplace, finding solutions to industry challenges that haven’t previously been solved. With consumer insights and AI at its core, LoopMe makes brand advertising better, outperforming industry benchmarks for leading global brands.
Our vision is to change advertising for the better, by building technology that will redefine brand advertising. LoopMe was founded in 2012 and is headquartered in London with global offices across New York, Atlanta, Boston, Chicago, Dallas, Denver, Detroit, Dnipro, Hong Kong, Kansas City, Krakow, Los Angeles, Nashville, Manchester, Miami, Minneapolis, San Francisco, Singapore, Sydney, Tokyo, and Toronto. For more information, please visit www.loopme.com.
Founded in 2000, the NAI is a non-profit organization that is the leading self-regulatory association dedicated to responsible data collection and its use for digital advertising. Since 2000, we have been working with the leaders in online advertising to craft policies that help ensure responsible data collection and use practices. The result is the development of high standards that are practical and scalable to benefit everyone.
ExchangeWire | June 29, 2023
Adform, the global programmatic platform, today announces the results of a PwC-tested campaign that increased unique impressions by 275% in Safari and Firefox (versus Chrome and other browsers where third-party cookies still play a key role), demonstrating great potential for Utiq’s identity solution.
Utiq, the new European privacy-led digital Authentic Consent Service, was tested along with an independent advertising agency pilot, and achieved stronger addressability and frequency capping in a fraud-free environment via Adform’s DSP and ID Fusion.
The campaign which ran in Germany is evidence that the partnership between Utiq and Adform will positively impact campaign performance. The results are:
25% improved frequency compared to other first-party ID solutions
3.75x increase in unique impressions in Safari and Firefox compared to browsers including third-party cookies (eg. Chrome)
100% of traffic was found to be fraud-free
Having launched on 1st June, Utiq is a joint venture between four of Europe’s largest telecom operators; Deutsche Telekom, Orange, Telefonica, and Vodafone, to provide a digital advertising platform as an alternative to third-party cookies. Adform’s ID Fusion, the award-winning agnostic first-party ID solution that began in March 2020, is the exclusive Utiq DSP partner at launch.
The report from PwC follows a longstanding relationship with Adform to validate and analyse real-world performance in line with the company's ethos of leading with transparency. PwC has previously validated the ID Fusion product and reviewed Adform FLOW, demonstrating Adform’s commitment to transparency and efficiency in the advertising supply chain.
Jochen Schlosser, chief technology officer, Adform, comments: “As the exclusive DSP to Utiq at launch, we’re delighted to see the success of the first campaign results. We’ve been on board with Utiq’s vision from the start which aligns with our vision for a scaled ID solution to lift programmatic into the cookieless world. Our joint work with PwC suggests that Utiq and ID Fusion have a very promising future in the post-cookie world. Adform is proud to be a part of it.”
William Harmer, chief product officer, Utiq, adds: “We’re a European company that brings scale to the industry thanks to our telco partners, something which has traditionally been very difficult. It’s important to us that we focus on connectivity, security and privacy as a priority so we can build a solution that addresses the challenges of the future of advertising. These results are just the start of what we can expect, to make advertising better for everyone.”
Sam Tomlinson, UK media & entertainment leader, PwC UK, says: “While this is an early stage pilot, the results of the testing so far have suggested that the Utiq ID is powerful in identifying and accurately targeting audiences in a world without third-party cookies. The results of our testing have also shown that these audiences are fraud-free. This combination will be particularly valuable after the deprecation of third-party cookies in Chrome and other browsers.”
Oliver Dragic, executive manager, at pilot comments: “It's not long before third-party cookies are removed from Chrome. Using Adform´s DSP and ID Fusion with Utiq, we've now tested a new innovative approach to this cookie-free era - and the results speak for themselves. We are impressed with what we have achieved so far and look forward to continuing our partnership to achieve even better results.”
Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture, to enable seamless management of the whole campaign lifecycle. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns. Since 2002, Adform has developed technology to enhance human/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients around the world.