New York, NY, March 29, 2016 – AdTheorent, Inc., a technology company whose data-driven predictive solutions are transforming digital advertising, announced today its enhanced integration with Placed, Inc., the leader in ad to in-store attribution. This strategic integration allows AdTheorent to use Placed-powered intelligence to optimize campaigns during flight. Using Placed Optimization, which enables programmatic in-flight optimization, AdTheorent is able to develop predictive models which identify consumers with the greatest likelihood of visiting a retail location, ultimately increasing in-store visits, lowering the “cost per store visit” for advertisers, and driving incremental customers into the store.
A Unique Approach: Powered by Predictive Targeting
As part of the integration, AdTheorent receives ongoing data from Placed about features that drive consumers’ off-line behaviors which is used to inform AdTheorent’s predictive models, resulting in campaigns optimized by a myriad of data points including demographic, psychographic, geographic and creative type variables. AdTheorent’s machine learning platform scores these audiences to identify who is most likely to visit a location, as verified by Placed. Additionally, AdTheorent’s massive scale and inventory allows targeting to be more precise, further driving engagement.
“Our deeper integration with Placed has allowed us to take full advantage of data and drive results for our advertisers. Our unique ability to digest campaign learnings efficiently and then model towards favorable audiences in real-time has enabled us to demonstrate success through high store-visit lift and low cost per visit numbers,” said Josh Walsh, Co-Founder of AdTheorent.
Real-Time Optimization Driving Real Results
As measured by Placed, AdTheorent recently conducted a campaign for a national retailer to drive in-store visits leveraging a unique approach: predictive geo-targeting. AdTheorent strategically identified optimal geo-fencing points based on a variety of campaign parameters. In addition, AdTheorent’s machine learning platform identified consumers within the geo-fence with the highest percent chance of visitation. Optimizing throughout the campaign, AdTheorent’s predictive models identified and targeted the attributes of engaged consumers as reported by Placed’s in-flight campaign data.
The campaign, which ran for six weeks, delivered more than 87 million impressions. The results for this advertiser were impressive: AdTheorent increased in-store visits by 59% and delivered an exceedingly low cost per visit of $0.33.
“We are thrilled with the deeper level of integration we have with AdTheorent and with the results of this campaign. AdTheorent is one of the early adopters of Placed Optimization, which is built on in-flight optimization and combined with their machine learning and predictive targeting capabilities it makes them truly unique,” said David Shim, CEO of Placed. “Our ability to report on offline activities such as store visits in real time, coupled with AdTheorent’s predictive targeting capabilities, is delivered quantified results for one of the largest retailers in the US.”
AdTheorent is a technology company that is transforming digital advertising through data-driven predictive solutions. AdTheorent’s machine learning, tracking and deep linking technologies combine to maximize engagement and awareness for advertisers.
AdTheorent’s machine learning technology platform combines millions of data attributes into precise and accurate adaptive models for the purpose of identifying optimal audiences. Powered by data-driven intelligence, AdTheorent’s platform delivers the right ad, to the right user, at the right time – all in “real time” within brand advertisers’ ROAS and performance goals.
AdTheorent provides the most comprehensive cross-device ID mapping infrastructure in market, featuring more than 242 million unique IDs mapped to extensive 1st, 2nd and 3rd party data sources, including 101 million US households. As a mobile-first Data Management Platform, AdTheorent is uniquely positioned to match offline and online data to mobile at scale, affect cross-device targeting and break new ground in media attribution including physical activity such as purchase.
AdTheorent’s Barometric® measurement and analytics solution features the mobile advertising industry’s most advanced cross-device/cross-media measurement and analytics technology, providing the “post-click and post view” signals necessary for modeling to (i.e., predicting) true user engagement and awareness.
AdTheorent’s Apptivation® is unprecedented deep linking technology that powers “intelligent ad units,” fostering seamless and efficient user engagement. Apptivation allows brands and marketers to drive significant user interactivity with their own branded apps, social media apps, or iOS native functions such as Passbook, Calendar, Phone, Map and others.
The collective result to AdTheorent-partnered brands and marketers is higher engagement rates across any client-defined metric – The Intelligent Impression®. For more information, visit:www.adtheorent.com.
About Placed Inc.
Placed Inc. is the leader in location-driven insights and ad intelligence. Measuring billions of locations across the world’s largest opt-in location audience, Placed provides the most comprehensive understanding of consumers’ offline behaviors. Connecting the physical and digital worlds, Placed is the industry standard currency for brands, agencies, and publishers to measure ad exposure to store visit, target location at scale, and deliver actionable insights into consumer behavior.
Founded in January 2011, Placed is headquartered in Seattle and is backed by Madrona Venture Group and Two Sigma Ventures.