Improve campaign performance with near real-time, audience-based optimization.
In-flight optimization – the ability to adjust campaign elements while a campaign is live — is critical to improving media campaign performance. Historically, it has been challenging to assess media’s offline impact mid-campaign. But, with the breadth and near real-time nature of offline data available today, particularly sales data from loyalty cards, as well as the ability to connect exposures with purchases, marketers can incorporate actual conversion data into in-flight optimization decisions that lead to best outcomes.
IRI Campaign Conversion Feed (CCF) delivers 100% deterministic IRI Verified Audiences to an advertiser’s programmatic partner, enabling CPG marketers to optimize campaign tactics against known weekly conversion data. IRI has the unique ability to supply offline transaction data from the industry’s largest loyalty card data set directly to demand side platforms (DSPs). Leveraging 500 million loyalty cards across 117 million unique households, and exposure data from platforms like The Trade Desk, Amobee and LoopMe, advertisers can optimize campaigns against offline sales conversions rather than less correlated awareness metrics (views, click-throughs) starting as early as week two of a campaign. This can result in up to 50% sales lift versus non-optimized campaigns.
Learn more about IRI's other mid-campaign capability, In-Flight Sales Optimization.
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