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AdTheorent® Outperforms Largest Ad Networks in Study Conducted by Quinnipiac University Professors
|By Business Wire
|August 19, 2014 09:30 AM EDT
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
“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
Overall engagement: 3.50%
Ad Network B
Overall engagement: .90%
Ad Network C
Overall engagement: 1.22%
“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: http://webspace.quinnipiac.edu/pnorberg/Mobile%20Media%20Effectiveness%20Study-2014%20FINAL.pdf
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: www.adtheorent.com.
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