Partnership Helps 5hd To Move Beyond Last-Click Attribution And Offer Clients A Holistic View Of Conversions
5HD, a digital marketing and technology specialist, has selected Adbrain – a global leader in resolving customer identity for marketers and their partners – as its exclusive identity resolution partner. 5HD will utilize Adbrain’s Identity AI™ to offer its clients a single, consolidated, cross-platform view of their customers.
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Gareth Davies, CEO, Adbrain, said, “We believe that Adbrain can truly add value to an already high-achieving digital agency. Our technology offers an enhanced, multi-dimensional view of identity allowing 5HD to continually improve campaigns to deliver more prospects at improved cost efficiency.”
Adbrain’s Identity AI™ approach utilizes machine learning technology to create cohorts of identities across three dimensions of data: People, Places and Devices. The multi-dimensional identity methodology affords 5HD a comprehensive view of identity beyond a single-device context.
5HD also selected Adbrain due to the ability to get raw data and because Adbrain can provide a cross-platform view across all 5HD’s advertising partners. These capabilities allow 5HD to present clients with a complete conversion path, taking all media channels into account to enable insights like how mobile page views result in desktop conversions.
Andrew Bauer, Director of Software Development, 5HD, said, “Cross-device is essential to understand the full path to conversion. Through our partnership with Adbrain, we can bring all the pieces together and aggregate performance and conversion data like never before. We can now give truly actionable insights, combining cross-platform marketing reporting with a 360-degree customer view. We’re able to show our clients in-depth insights on how simultaneous campaigns affect one another. That same reporting then helps us continually improve our campaigns to deliver more prospects and improved cost-efficiency.”
In the initial rollout, one 5HD customer was able to match over 45% of web prospects to an Adbrain cluster, resulting in a 25% increase in devices that could be linked back to campaigns. This enabled 5HD to offer a far more comprehensive view of the path to conversion and give its clients a report on the true ROI of their campaigns.
5HD accesses Adbrain’s data exclusively on The Trade Desk platform for cross-device targeting.
Currently, 5HD boasts of being a digital-first, full-service agency focused on helping brands grow their revenue with efficient and effective marketing. A part of the Triad Advertising Companies, 5HD will leverage Adbrain’s advanced customer ID mapping solutions to increase sales and ROI on marketing activity by enabling personalized, identity led targeting and measurement.