IRI Unveils Campaign Conversion Feed to Power In-flight Programmatic Campaign Optimization
Solution Delivers IRI’s Real-Time, Purchase-Based Audience Analytics to Partnering Demand Side Platforms for Enhanced Sales Growth and ROAS
IRI®, a global leader in innovative solutions and services for consumer, retail and media companies, announced IRI Campaign Conversion Feed, a solution that links Demand Side Platforms (DSPs) with IRI’s industry-leading, purchase-based audience data assets to allow CPG manufacturers and retailers to optimize their programmatic advertising campaigns while they are in-flight. DSPs that integrate IRI’s 100 percent deterministic verified audiences and real-time purchase data into their platforms through the Campaign Conversion Feed enable CPG advertisers to measure which online advertisements are most effective in driving offline sales, and optimize their campaigns accordingly.
“Most advertisers today rely on proxy metrics like click-through rate and video completion rate or the behavior of smaller panels to optimize their programmatic campaigns,” said Nishat Mehta, president of the IRI Media Center of Excellence. “This common practice gives you a rough estimate of conversions and falsely assumes that a consumer’s engagement with an ad converts them into a customer, neither of which is an efficient way to optimize your campaign. IRI’s Campaign Conversion Feed seamlessly delivers 100 percent deterministic audiences at significant scale based on real-time, purchase-based data to DSPs. Incorporating this rich data ensures a CPG manufacturer’s or retailer’s programmatic campaigns can be optimized in-flight to serve the brand’s ultimate marketing goal – sales growth.”
Each week, IRI’s Campaign Conversion Feed supplies partnering DSPs with de-identified CPG purchase data on households that purchased the advertised product over the past seven days. Leveraging IRI’s extensive set of purchase-based audience data, the solution measures which digital advertisements have most effectively converted consumers to in-store sales, and integrates that data into the DSP’s buying algorithm, allowing advertisers to react and rebalance their campaigns for optimal return on advertising spend (ROAS).
Amobee and LoopMe, among other leading DSPs, have already integrated IRI’s Campaign Conversion Feed into their solutions, offering a clear competitive advantage to the CPG retailers and manufacturers that automate ad buying on their platforms.
Mehta continued, “Partnerships with leading providers like Amobee and LoopMe allow clients to benefit from the complementary strengths of IRI and partners across the ad-tech ecosystem. The Campaign Conversion Feed is a clear example of IRI’s commitment to helping our clients drive growth at every step of their advertising campaigns.”