IRI Tool Promises In-Flight Campaign Optimization

Consumer data giant IRI has launched a solution called Campaign Conversion Feed, which links demand side platforms (DSPs) with the firm's own purchase-based audience data, allowing CPG manufacturers and retailers to optimize their programmatic ad campaigns on the fly.

Each week, the new Campaign Conversion Feed supplies partnering DSPs with de-identified CPG purchase data on households buying the advertised product over the past seven days. Using IRI's purchase-based audience data, the solution measures which digital ads have most effectively converted consumers to in-store sales, and then integrates that data into the DSP's buying algorithm, allowing advertisers to adjust their campaigns while they are in-flight.

Nishat Mehta (pictured), President of the IRI Media Center of Excellence, comments: 'Most advertisers rely on metrics like click-through rate and video completion rate or the behavior of smaller panels to optimize their programmatic campaigns. This gives you a rough estimate of conversions and falsely assumes that a consumer's engagement with an ad converts them into a customer. Campaign Conversion Feed seamlessly delivers 100 percent deterministic audiences at significant scale, based on real-time, purchase-based data to DSPs. Incorporating this 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'.

Web site: www.iriworldwide.com .