Branch Unveils New Capabilities To Maximize Campaign ROI in a Privacy-First Era

Branch Unveils New Capabilities To Maximize Campaign ROI in a Privacy-First Era

The Only Mobile Measurement Partner (MMP) To Offer Advanced Data Protection Meeting HIPPA Requirements

Branch, the industry’s leading linking and measurement partner for growth-focused teams, announced innovations in its Performance offering, which provides growth marketers with privacy-centric attribution that connects user journeys across web, app and offline touchpoints.

Most notably, Branch now gives organizations in heavily regulated industries the ability to utilize ad integrations, data integrations and custom workbooks with encryption and decryption functionality — all while addressing their compliance with HIPPA and other regulatory requirements. The solution also features Predictive Aggregate Measurement (PAM) which provides accurate, granular insights into campaign performance while remaining privacy-focused.

We’ve significantly reduced our reportable CPA in just a couple of months. – ANZ Plus

“We’ve seen impressive results with Branch’s Performance Suite, particularly when it comes to predictive aggregate measurement,” said Valissa Warren, senior digital data analyst, ANZ Plus. “We’ve significantly reduced our reportable CPA in just a couple of months. Those types of improvements make a major impact on our business.”

Marketing Technology News: MarTech Interview with Sarah Speigle, Director of Product @ InMoment

These advances come at a time where marketers and advertisers face increased difficulty assessing campaign effectiveness amidst deprecation of tracking identifiers and evolving privacy regulations. A recent study showed that “88% of advertisers believe privacy laws will impact personalized targeting” with approximately 38% reporting “difficulty in keeping up with the implications of each new law” and 31% “experiencing an increase in costs due to changing privacy laws.”

“We’re all internet users and we all want our data protected — trusting brands that handle our personal data responsibly the most,” said Irina Bukatik, vice president of product at Branch. “Simultaneously, advertisers need insights to connect the dots across platforms and devices to ensure advertising dollars are being spent effectively. Branch Performance meets the needs of people and brands — delivering precise measurement for marketers while taking into account the ever-changing privacy landscape.”

Marketing Technology News: Martech and The Growing Creator Economy – Is Martech a Key Enabler?

Branch Performance provides actionable data for performance marketers to optimize campaigns, allows for seamless attribution across channels and adapts to privacy changes as new regulations emerge. When used alongside Branch’s pioneering deep linking solutions, it allows businesses to deliver unbroken experiences for users and fully measure customer engagement across channels, platforms and operating systems. With the new advancements in Branch Performance, organizations can fill in iOS measurement gaps in a privacy-safe way, eliminate connected TV (CTV) fragmentation and unify cost and attribution data in one solution.

Along with Advanced Compliance Encryption and PAM, other solution enhancements include:

  • Privacy-centric Attribution for comprehensive and enduring measurement, enabling robust coverage through advanced attribution approaches like PAM and SKAdNetwork (SKAN).
  • Household Measurement assessing ad performance across web, mobile and CTV devices, making it easier to measure return on advertising spend (ROAS), analyze cross-device performance and improve retargeting efforts.
  • ROI Hub featuring centralized analytics for campaign spend and earnings to enable better budget allocation decisions.

Write in to psen@itechseries.com to learn more about our exclusive editorial packages and programs.

Picture of PRNewswire

PRNewswire

PR Newswire, a Cision company, is the premier global provider of multimedia platforms and distribution that marketers, corporate communicators, sustainability officers, public affairs and investor relations officers leverage to engage key audiences. Having pioneered the commercial news distribution industry over 60 years ago, PR Newswire today provides end-to- end solutions to produce, optimize and target content -- and then distribute and measure results. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire powers the stories of organizations around the world. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and Asia-Pacific regions.