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Amobee and IRI Partner to Bring Propensity Rating to CPG Advertisers and Drive Efficiency Through Optimized Bidding Decisions | Business


REDWOOD CITY, Calif. And CHICAGO – (BUSINESS WIRE) – December 13, 2021–

Amobee, a global leader in advertising technology that unifies audiences to optimize results across television, digital and social media to drive customer growth, today announced the extension of its partnership with IRI, a rapidly growing global leader in innovative solutions and services for consumers, retail businesses and media, to further improve and optimize Amobee’s Propensity Rating (APS) product.

This new effort will allow CPG advertisers to increase their chances of engagement by incorporating rich offline purchase data signals as an additional variable into the bidding algorithm, thereby improving performance efficiency. IRI has the largest and most robust offline tokenized dataset in the GIC industry with 500 million all-point-of-sale loyalty cards, representing 117 million unique households covering 93% of the US total .

IRI predicts and values ​​tokenized households based on their likelihood of converting or buying a given product. Amobee’s bidder uses these tokenized household-level scores to bid more aggressively on high-value customers and less aggressively on low-value customers.

Tests with a global alcoholic beverage maker have shown an increase in conversion rates of nearly 30% and a decrease in cost per acquisition (CPA) of up to 15%. Additionally, when used in conjunction with the IRI Campaign Conversion Feed (CCF) in-flight optimization solution, the campaigns have enabled the advertiser to successfully attract more households to purchase the product through report to control.

“Pairing IRI’s data with APS bridges the gap for CPG advertisers so they can better use large datasets to influence the auction decision process and ultimately increase conversion rates,” said Dini Beretz, vice president of business development at Amobee. “With this important partnership, the CPG brands can now reach target audiences and therefore see greater financial benefit.”

Unlike e-commerce or other sales-oriented and online metrics advertisers, CPG manufacturers have traditionally not been able to use sales data directly in the offer decision process. Now, CPG advertisers can directly inject IRI’s rich offline tokenized predictive scoring data as a variable into Amobee’s bidding decision process, resulting in higher return on ad spend and delivering content to more relevant consumers.

“By working with Amobee, we are helping CPG brands more precisely reach the right consumers. In order to more accurately reach audience segments, it is necessary to rely on purchasing data to determine which consumers offer the most value, ”said Jennifer Pelino, Executive Vice President of Global Media at IRI . “This, together with APS, allows us to scientifically reach consumers based on their propensity to buy. “

About Amobee

Amobee helps brands, agencies and media companies unify audiences to optimize advertising results across linear TV, smart TV, digital and social media to drive customer growth. Amobee is a wholly owned subsidiary of Singtel, one of the world’s largest communications technology companies, which reaches over 675 million mobile subscribers. The company is present in North America, Europe, the Middle East, Asia and Australia. For more information, visit amobee.com or follow @amobee.

About IRI

IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC healthcare organizations, retailers, financial services and media companies to develop their activities. With the largest repository of purchasing, media, social, causal and loyalty data, all integrated into an on-demand cloud-based technology platform, IRI is driving the personalization revolution, helping to guide its customers. over 5,000 clients around the world on their quest to stay relentlessly relevant, capture market share, connect with consumers, collaborate with key constituents and generate market-leading growth.

See the source version on businesswire.com: https://www.businesswire.com/news/home/20211213005645/en/

CONTACT: Fred Feiner

Public relations explosion for Amobee

[email protected]



SOURCE: Amobee

Copyright Business Wire 2021.

PUB: 12/13/2021 10 a.m. / DISC: 12/13/2021 10:02 a.m.


Copyright Business Wire 2021.

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