Click here to close now.


News Feed Item

AdTheorent® Outperforms Largest Ad Networks in Study Conducted by Quinnipiac University Professors

AdTheorent, Inc., a technology company whose data-driven predictive solutions are transforming mobile advertising, today announced that in a recent study conducted by professors at Quinnipiac University School of Business (“Mobile Media Effectiveness Study: May – June 2014”), AdTheorent delivered significantly higher engagement rates than two of the largest and most prominent ad networks (identified in the study as “Ad Network B” and “Ad Network C”). In the “Skyscape” campaign for Reebok International, AdTheorent achieved an engagement rate that was 388 percent of Network B’s engagement rate and 286 percent of Network C.

“There is explosive growth in mobile advertising, and despite this fact, there is a lack of third-party research into the effectiveness of ads in this space, and we were looking to fill that void,” said Anthony Asare, Ph.D., Quinnipiac University School of Business. “We compared the performance of three leading ad networks that account for billions of mobile ad impressions per year and AdTheorent was not only the best performing company across mobile, but also the highest performer when we looked at smartphone and tablet engagement rates individually. In the study, all networks worked within the same time period, using the same creative, and the same number of impressions were served, such that the data would highlight the most effective engagement algorithm or method.”

The Mobile Media Effectiveness Study was administered independently through Quinnipiac University School of Business faculty and examined the results of a test campaign for Reebok International. Each of the three networks served 1,000,000 impressions over the course of a 30-day period across mobile phone and tablet devices. The campaign creative, provided by Carat, consisted of two units per platform – 300x250/320x50 for smartphone and 300x250/728x90 for tablet. Though the advertisement itself targeted females, networks were given no targeting parameters. The algorithms for each company were equally constrained by the following criteria: US sample, 1MM impressions, 30 days. To ensure an independent evaluation, impressions and engagement rates were tracked for all networks using both Double-Click for Advertisers (DFA) as well as self-reporting.

“We have always had very favorable experiences working with the AdTheorent team, and we are pleased with the ROI that we consistently achieve with them,” said Jessica Ruscito, Director of US Media and Digital Branding of Reebok International. “We aren’t surprised by these results; however third-party data such as this is helpful validation and does illustrate the effectiveness of AdTheorent’s data-driven predictive targeting.”

The Results:

  • AdTheorent
    • Overall engagement: 3.50%
    • Smartphone: 2.40%
    • Tablet: 4.10%
  • Ad Network B
    • Overall engagement: .90%
    • Smartphone: 1.25%
    • Tablet: .55%
  • Ad Network C
    • Overall engagement: 1.22%
    • Smartphone: 1.64%
    • Tablet: .61%

“We have always said that we’re a data science company disguised as an ad network, because the way that we deliver engagement for our advertisers is based on real-time data models combined with predictive targeting,” said Anthony Iacovone, CEO and Co-Founder of AdTheorent. “Our data-driven predictive solutions are what set us apart in the mobile advertising arena, enabling us to achieve amazing ROAS for our clients. We are thrilled that this was validated in an independent study conducted at Quinnipiac University School of Business.”

To view a copy of the report, please visit:

About AdTheorent®

AdTheorent is a technology company that is transforming mobile advertising through data-driven predictive solutions. AdTheorent’s machine learning, tracking and deep linking technologies combine to maximize engagement and awareness for advertisers.

AdTheorent’s machine learning technology – the Real Time Learning Machine™ (RTLM) – combines millions of data attributes into precise and accurate adaptive models for the purpose of identifying optimal audiences. Powered by data-driven intelligence, AdTheorent’s platform delivers the right ad, to the right user, at the right time – all in “real time” within brand advertisers’ ROAS and performance goals.

AdTheorent’s Traktion™ solution is the mobile advertising industry’s most advanced cross-device/cross-media measurement and analytics technology, providing the “post-click and post view” signals necessary for modeling to (i.e., predicting) true user engagement and awareness.

AdTheorent’s Apptivation™ is unprecedented deep linking technology that powers “intelligent ad units,” fostering seamless and efficient user engagement. Apptivation allows brands and marketers to drive significant user interactivity with their own branded apps, social media apps, or iOS native functions such as Passbook, Calendar, Phone, Map and others.

The collective result to AdTheorent-partnered brands and marketers is higher engagement rates across any client-defined metric – The Intelligent Impression®. For more information, visit:

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Most of the IoT Gateway scenarios involve collecting data from machines/processing and pushing data upstream to cloud for further analytics. The gateway hardware varies from Raspberry Pi to Industrial PCs. The document states the process of allowing deploying polyglot data pipelining software with the clear notion of supporting immutability. In his session at @ThingsExpo, Shashank Jain, a development architect for SAP Labs, discussed the objective, which is to automate the IoT deployment proces...
Culture is the most important ingredient of DevOps. The challenge for most organizations is defining and communicating a vision of beneficial DevOps culture for their organizations, and then facilitating the changes needed to achieve that. Often this comes down to an ability to provide true leadership. As a CIO, are your direct reports IT managers or are they IT leaders? The hard truth is that many IT managers have risen through the ranks based on their technical skills, not their leadership ab...
In his General Session at DevOps Summit, Asaf Yigal, Co-Founder & VP of Product at, explored the value of Kibana 4 for log analysis and provided a hands-on tutorial on how to set up Kibana 4 and get the most out of Apache log files. He examined three use cases: IT operations, business intelligence, and security and compliance. Asaf Yigal is co-founder and VP of Product at log analytics software company In the past, he was co-founder of social-trading platform Currensee, which...
The revocation of Safe Harbor has radically affected data sovereignty strategy in the cloud. In his session at 17th Cloud Expo, Jeff Miller, Product Management at Cavirin Systems, discussed how to assess these changes across your own cloud strategy, and how you can mitigate risks previously covered under the agreement.
Countless business models have spawned from the IaaS industry – resell Web hosting, blogs, public cloud, and on and on. With the overwhelming amount of tools available to us, it's sometimes easy to overlook that many of them are just new skins of resources we've had for a long time. In his general session at 17th Cloud Expo, Harold Hannon, Sr. Software Architect at SoftLayer, an IBM Company, broke down what we have to work with, discussed the benefits and pitfalls and how we can best use them ...
We all know that data growth is exploding and storage budgets are shrinking. Instead of showing you charts on about how much data there is, in his General Session at 17th Cloud Expo, Scott Cleland, Senior Director of Product Marketing at HGST, showed how to capture all of your data in one place. After you have your data under control, you can then analyze it in one place, saving time and resources.
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data...
Just over a week ago I received a long and loud sustained applause for a presentation I delivered at this year’s Cloud Expo in Santa Clara. I was extremely pleased with the turnout and had some very good conversations with many of the attendees. Over the next few days I had many more meaningful conversations and was not only happy with the results but also learned a few new things. Here is everything I learned in those three days distilled into three short points.
DevOps is about increasing efficiency, but nothing is more inefficient than building the same application twice. However, this is a routine occurrence with enterprise applications that need both a rich desktop web interface and strong mobile support. With recent technological advances from Isomorphic Software and others, rich desktop and tuned mobile experiences can now be created with a single codebase – without compromising functionality, performance or usability. In his session at DevOps Su...
As organizations realize the scope of the Internet of Things, gaining key insights from Big Data, through the use of advanced analytics, becomes crucial. However, IoT also creates the need for petabyte scale storage of data from millions of devices. A new type of Storage is required which seamlessly integrates robust data analytics with massive scale. These storage systems will act as “smart systems” provide in-place analytics that speed discovery and enable businesses to quickly derive meaningf...
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
In his General Session at 17th Cloud Expo, Bruce Swann, Senior Product Marketing Manager for Adobe Campaign, explored the key ingredients of cross-channel marketing in a digital world. Learn how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects).
The buzz continues for cloud, data analytics and the Internet of Things (IoT) and their collective impact across all industries. But a new conversation is emerging - how do companies use industry disruption and technology enablers to lead in markets undergoing change, uncertainty and ambiguity? Organizations of all sizes need to evolve and transform, often under massive pressure, as industry lines blur and merge and traditional business models are assaulted and turned upside down. In this new da...
In recent years, at least 40% of companies using cloud applications have experienced data loss. One of the best prevention against cloud data loss is backing up your cloud data. In his General Session at 17th Cloud Expo, Sam McIntyre, Partner Enablement Specialist at eFolder, presented how organizations can use eFolder Cloudfinder to automate backups of cloud application data. He also demonstrated how easy it is to search and restore cloud application data using Cloudfinder.
The Internet of Everything is re-shaping technology trends–moving away from “request/response” architecture to an “always-on” Streaming Web where data is in constant motion and secure, reliable communication is an absolute necessity. As more and more THINGS go online, the challenges that developers will need to address will only increase exponentially. In his session at @ThingsExpo, Todd Greene, Founder & CEO of PubNub, exploreed the current state of IoT connectivity and review key trends and t...