Attribution specialist Northbeam has launched a new model called Clicks + Deterministic Views, promising marketers 'a complete picture of how campaigns drive purchases.' It has also announced an unspecified amount of strategic growth investment.
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Northbeam integrates machine learning and first-party data to provide insights into marketing spend across channels. The firm was founded in 2019 by serial entrepreneur Austin Harrison and AI researcher and Stanford graduate Dan Huang.
The firm says it worked in direct partnership with Meta, TikTok, Snapchat, Pinterest, Axon, MNTN and Vibe, to develop the new model, which unifies in-app clicks and ad views across platforms and ties them directly to first-party transaction data, providing 'a clear view of the full chain of influence, from view to click to purchase.'
The model combines verified impression data with Northbeam's pixel + order data; and processes data in the firm's clean room, helping to ensure compliance and security. Stas Goldobin, VP of Product, says the model 'sets a new standard for attribution accuracy and transparency.' He comments: 'Awareness ads are often undervalued because traditional attribution favors last-click interactions and overlooks upper-funnel influence. We built Northbeam's Clicks + Deterministic Views model to Every conversion in our model is backed by verified data. There's no guesswork - marketers finally get a full picture of the chain of influence, from view to click to purchase, so they can move faster and invest smarter.'
The investment was led by HighPost Capital and Silversmith Capital Partners, and will be used to expand Northbeam's platform integrations, scale go-to-market efforts and continue product innovation. CEO Austin Harrison (pictured) says the investments and launch add up to 'a defining moment for Northbeam.' He explains: 'With HighPost joining as a new partner and Silversmith deepening their commitment, we're positioned to expand faster and help more businesses grow with confidence.'
The company is online at www.northbeam.io .
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