Welcome!

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: http://webspace.quinnipiac.edu/pnorberg/Mobile%20Media%20Effectiveness%20Study-2014%20FINAL.pdf

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: www.adtheorent.com.

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
"We are a custom software development, engineering firm. We specialize in cloud applications from helping customers that have on-premise applications migrating to the cloud, to helping customers design brand new apps in the cloud. And we specialize in mobile apps," explained Peter Di Stefano, Vice President of Marketing at Impiger Technologies, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
"We're a cybersecurity firm that specializes in engineering security solutions both at the software and hardware level. Security cannot be an after-the-fact afterthought, which is what it's become," stated Richard Blech, Chief Executive Officer at Secure Channels, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lead...
In IT, we sometimes coin terms for things before we know exactly what they are and how they’ll be used. The resulting terms may capture a common set of aspirations and goals – as “cloud” did broadly for on-demand, self-service, and flexible computing. But such a term can also lump together diverse and even competing practices, technologies, and priorities to the point where important distinctions are glossed over and lost.
Video experiences should be unique and exciting! But that doesn’t mean you need to patch all the pieces yourself. Users demand rich and engaging experiences and new ways to connect with you. But creating robust video applications at scale can be complicated, time-consuming and expensive. In his session at @ThingsExpo, Zohar Babin, Vice President of Platform, Ecosystem and Community at Kaltura, discussed how VPaaS enables you to move fast, creating scalable video experiences that reach your aud...
All clouds are not equal. To succeed in a DevOps context, organizations should plan to develop/deploy apps across a choice of on-premise and public clouds simultaneously depending on the business needs. This is where the concept of the Lean Cloud comes in - resting on the idea that you often need to relocate your app modules over their life cycles for both innovation and operational efficiency in the cloud. In his session at @DevOpsSummit at19th Cloud Expo, Valentin (Val) Bercovici, CTO of Soli...
"Once customers get a year into their IoT deployments, they start to realize that they may have been shortsighted in the ways they built out their deployment and the key thing I see a lot of people looking at is - how can I take equipment data, pull it back in an IoT solution and show it in a dashboard," stated Dave McCarthy, Director of Products at Bsquare Corporation, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...
An IoT product’s log files speak volumes about what’s happening with your products in the field, pinpointing current and potential issues, and enabling you to predict failures and save millions of dollars in inventory. But until recently, no one knew how to listen. In his session at @ThingsExpo, Dan Gettens, Chief Research Officer at OnProcess, discussed recent research by Massachusetts Institute of Technology and OnProcess Technology, where MIT created a new, breakthrough analytics model for ...
IoT is rapidly changing the way enterprises are using data to improve business decision-making. In order to derive business value, organizations must unlock insights from the data gathered and then act on these. In their session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, and Peter Shashkin, Head of Development Department at EastBanc Technologies, discussed how one organization leveraged IoT, cloud technology and data analysis to improve customer experiences and effici...
Everyone knows that truly innovative companies learn as they go along, pushing boundaries in response to market changes and demands. What's more of a mystery is how to balance innovation on a fresh platform built from scratch with the legacy tech stack, product suite and customers that continue to serve as the business' foundation. In his General Session at 19th Cloud Expo, Michael Chambliss, Head of Engineering at ReadyTalk, discussed why and how ReadyTalk diverted from healthy revenue and mor...
The 20th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held June 6-8, 2017, at the Javits Center in New York City, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal ...
You have great SaaS business app ideas. You want to turn your idea quickly into a functional and engaging proof of concept. You need to be able to modify it to meet customers' needs, and you need to deliver a complete and secure SaaS application. How could you achieve all the above and yet avoid unforeseen IT requirements that add unnecessary cost and complexity? You also want your app to be responsive in any device at any time. In his session at 19th Cloud Expo, Mark Allen, General Manager of...
The Internet of Things (IoT) promises to simplify and streamline our lives by automating routine tasks that distract us from our goals. This promise is based on the ubiquitous deployment of smart, connected devices that link everything from industrial control systems to automobiles to refrigerators. Unfortunately, comparatively few of the devices currently deployed have been developed with an eye toward security, and as the DDoS attacks of late October 2016 have demonstrated, this oversight can ...
"MathFreeOn.com is a line coding platform for engineers and scientists. When they want to solve an engineering problem and they have to use software - they have to pay a lot of money for licenses - but with MathFreeOn you don't have to pay a lot of money. Just go to our site and write the code and you can check the result right away," explained Simon Lee, CMO of MathFreeOn, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Cla...