Adometry, a leader in cross-channel marketing attribution, today announced it has partnered with Tapad, the leading provider of cross-device marketing technologies. The two companies will work to develop next-generation advertising measurement tools for marketers combining Tapad’s proprietary Device Graph™ technology with advanced attribution and optimization modeling from Adometry. The result will give advertisers and agencies an unprecedented view of unified, user-level impression data and insights concerning interaction with marketing events across PCs, smartphones and tablets devices.
According to recent research for marketing analyst firm eMarketer(1), 203 million US consumers — over three fifths of the population — access the internet and interact with media on multiple screens monthly, outnumbering single-screen consumers by a ratio of 2.5 to 1. To capitalize on this trend, advertisers have increasingly begun investing heavily in mobile advertising — projected to reach more than $11 Billion by 2016 — however, only one in five marketers currently believe mobile campaigns are generating adequate ROI, due largely to a lack of accountability and measurement(2). “Today, advertisers intuitively understand that mobile is a critical element of the marketing mix,” explained Adometry CMO Casey Carey. “However, many organizations lack the fundamental tools required to effectively measure and make informed decisions about how, when and where to invest advertising dollars in order to generate the best possible results.”
Said Are Traasdahl, CEO and Founder of Tapad, “Single-screen attribution models in a multi-screen world make no sense. For a truly accurate view of touch points, measurement and analytics must be unified across screens as well. By integrating Adometry’s powerful attribution technology with our Device Graph, our two teams are now able to deliver the most detailed path to conversion available.”
By using Adometry’s tagging infrastructure with Tapad’s Device Graph™, advertisers will be able to map users even more closely across multiple devices, leading to more accurate attribution insights and optimization recommendations. By incorporating mobile into cross-channel marketing attribution results, advertisers also can unify campaign measurement and spending analysis to make more informed choices about investments across all digital channels. Additional information about the solution is available on the Adometry blog.
“Tapad has extensive experience working with numerous Fortune 500 brands to tackle the challenges associated with cross-device measurement,” said Gad Alon, vice president of business development for Adometry. “By combining our attribution and optimization platform with Tapad’s device mapping capabilities we are able to offer a comprehensive and highly-accurate view of user impressions across all screen types, which allows customers to truly understand which ads are driving conversions.”
For more information on Adometry, visit www.adometry.com or follow on Twitter: @Adometry. For more information about Tapad, visit: www.tapad.com or follow on Twitter: @Tapad.
Adometry, Inc. redefines marketing analytics by combining and interpreting previously silo-ed sources of big data to generate actions that improve return on advertising spend and increase sales. Through its SaaS-based attribution platform, Adometry processes tens-of-billions of marketing touch points from online and offline media channels for some of the world’s largest advertisers to identify the true consumer purchase journey. Adometry’s scientifically proven methodology and flexible, easy-to-implement solution generates the industry’s most accurate insights, in the shortest amount of time. Headquartered in Austin, Texas, Adometry is privately held and backed by Austin Ventures, Sierra Ventures, Shasta Ventures and Stanford University. For more information, visit www.adometry.com.
Tapad Inc., is a marketing technology firm renowned for its breakthrough, unified, cross-device advertising solutions. The company offers the largest in-market opportunity for advertisers to address the new and ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Employed by numerous Fortune 500 brands, Tapad’s proprietary cross-platform audience buying technology provides an accurate, unified view of consumers across all screens. Tapad is backed by major venture firms and “a hell of a list of entrepreneurs who created some of the most valuable online advertising companies of the last decade” (TechCrunch). Tapad is based in New York and has offices in Atlanta, Chicago, Dallas, Detroit, Los Angeles, Miami and San Francisco.
(1) “Key Digital Trends, a Midyear Update.” eMarketer Webinar. June 20, 2013.
(2) ANA / MediaVest Study. January 15, 2013.
Adometry is a registered trademark and Adometry Attribute is a trademark of Adometry, Inc. All other company and product names mentioned are used only for identification and may be trademarks or registered trademarks of their respective companies.