Identifying interest, intent and motivation in audiences remains key. Informing advertising platforms of campaign objectives and setting targeting criteria is commonplace. Feeding 1st party data into platforms to inform inclusion, exclusion & lookalike is enabling algorithms to create effective and efficient reach.
Now marketers are able to secure a powerful feedback loop back into these capabilities with sales and other success signals from on & offline channels.
Conversions APIs (CAPI) have proliferated as a means to deliver success signals into advertising platforms. Meta, Google, Snap and TikTok are well published but programmatic platforms are increasingly opening themselves to receive these flows of data. Interestingly, much of CTV has long been positioned to work this way with Sky's AdSmart as a leading example. Enabling marketers to inject hard sales transactions into the media plan is powerful and the results both drive confidence and performance in budgets.
Benefits abound across the following at a minimum:
- CAPI is the primary method for advertising platforms to receive a 'feedback loop' to inform their bidding algorithms and optimise targeting, placement, creative and frequency towards your objectives
- CAPI allows for more accurate conversion tracking. If you are not accurately tracking conversions, you’re missing out on valuable insights that help you to optimise your marketing and sales efforts
- CAPI helps you to better understand the omnichannel customer journey, tracking conversions start to finish, allowing you to see which ads are driving most sales.
- CAPI can help you to identify and target high-value customers. By tracking conversions, you can see which types of customers are most likely to make a purchase, and then target them with ads and offers
Uplift studies are showing clear results across platforms with reduces cost-per-sale, increased overall sales & better sales channel attribution driving deeper confidence. The Customer Success team at AUDIENCES are happy to talk through the latest performance themes and best practices.
Leading advertisers & publishers are already using AUDIENCES to accelerate activation of 1st party data across advertising with zero compromise to privacy or security.
Contact AUDIENCES to discuss how to accelerate activation of your 1st party data.