InMobi has announced the availability of the services of its mobile-first consumer intelligence platform, InMobi Pulse, on The Trade Desk’s demand side platform (DSP).
Through the partnership, InMobi and The Trade Desk will provide brands with the ability to deterministically measure the incremental brand impact of their campaigns across digital media including mobile web, desktop, and in-app.
“Marketers are under more pressure than ever to demonstrate the impact of their advertising dollars. The Trade Desk is committed to giving advertisers more options to measure the value of their ad spend and prove their marketing investments are driving business results,” The Trade Desk senior director, data partnerships Vivek Misra says.
“We’re thrilled to partner with InMobi to make it easy for marketers to access reliable and affordable brand lift studies from within our platform.”
Using in-app brand lift surveys that are delivered programmatically, brands can measure metrics such as brand awareness, favorability, intent to purchase and other metrics that determine campaign effectiveness.
“This proposition by InMobi Pulse gives digital marketers an efficient, accurate and unbiased means to establish the efficacy of their campaigns," InMobi managing director, Asia Pacific, Vasuta Agarwal says.
"Marketers can accurately deliver in-app surveys to an exposed group which has seen the ads and to a control group which has not seen the ad. Through the difference in brand metrics between the two groups, the true impact of a campaign can be measured.”
The brand lift study can be deployed for a single creative or the entire campaign, based on the metrics the brand intends to measure.
Advertisers can measure ad recall, awareness, consideration, favourability and purchase intent using the InMobi Pulse BLS on The Trade Desk’s platform.
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