AdTheorent, the data-driven predictive tech solution for digital advertisers, just announced enhanced integration with ad to in-store attribution Placed. The partnership means that AdTheorent will be able to utilise Placed Optimisation for programmatic in-flight optimisation, thus giving AdTheorent clients access to predictive models to identify consumers who are more likely to visit a retail location. Ultimately, advertisers will be able to increase their in-store visits at a lower “cost per store visit”.
Placed enables programmatic in-flight optimisation for AdTheorent clients
Essentially, AdTheorent receives data on consumer offline behaviour from Placed. It then creates a predictive model, which can be used to optimised campaigns based on demographics, psychographic, geographic and creative type variables. The machine learning platform ranks audiences by highest likeliness to visit a location.
Josh Walsh, Co-Founder, AdTheorent, says:
“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.”
AdTheorent tested the feature as part of a campaign for a national retailer. The objective was to drive in-store visits through geo-targeting. AdTheorent identified optimal geo-fencing points based on a variety of campaign parameters. The platform then identified consumers that were most likely to visit.
Running for six weeks at 87m impressions, the results were impressive: AdTheorent increased in-store visits by 59% at a low cost per visit of $0.33.
David Shim, CEO, Placed, adds:
“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. 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.”