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
SYS-CON Events announced today that Isomorphic Software will exhibit at DevOps Summit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Isomorphic Software provides the SmartClient HTML5/AJAX platform, the most advanced technology for building rich, cutting-edge enterprise web applications for desktop and mobile. SmartClient combines the productivity and performance of traditional desktop software with the simp...
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Is the ongoing quest for agility in the data center forcing you to evaluate how to be a part of infrastructure automation efforts? As organizations evolve toward bimodal IT operations, they are embracing new service delivery models and leveraging virtualization to increase infrastructure agility. Therefore, the network must evolve in parallel to become equally agile. Read this essential piece of Gartner research for recommendations on achieving greater agility.
SYS-CON Events announced today that 910Telecom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...
Personalization has long been the holy grail of marketing. Simply stated, communicate the most relevant offer to the right person and you will increase sales. To achieve this, you must understand the individual. Consequently, digital marketers developed many ways to gather and leverage customer information to deliver targeted experiences. In his session at @ThingsExpo, Lou Casal, Founder and Principal Consultant at Practicala, discussed how the Internet of Things (IoT) has accelerated our abil...
With so much going on in this space you could be forgiven for thinking you were always working with yesterday’s technologies. So much change, so quickly. What do you do if you have to build a solution from the ground up that is expected to live in the field for at least 5-10 years? This is the challenge we faced when we looked to refresh our existing 10-year-old custom hardware stack to measure the fullness of trash cans and compactors.
Extreme Computing is the ability to leverage highly performant infrastructure and software to accelerate Big Data, machine learning, HPC, and Enterprise applications. High IOPS Storage, low-latency networks, in-memory databases, GPUs and other parallel accelerators are being used to achieve faster results and help businesses make better decisions. In his session at 18th Cloud Expo, Michael O'Neill, Strategic Business Development at NVIDIA, focused on some of the unique ways extreme computing is...
The emerging Internet of Everything creates tremendous new opportunities for customer engagement and business model innovation. However, enterprises must overcome a number of critical challenges to bring these new solutions to market. In his session at @ThingsExpo, Michael Martin, CTO/CIO at nfrastructure, outlined these key challenges and recommended approaches for overcoming them to achieve speed and agility in the design, development and implementation of Internet of Everything solutions wi...
With over 720 million Internet users and 40–50% CAGR, the Chinese Cloud Computing market has been booming. When talking about cloud computing, what are the Chinese users of cloud thinking about? What is the most powerful force that can push them to make the buying decision? How to tap into them? In his session at 18th Cloud Expo, Yu Hao, CEO and co-founder of SpeedyCloud, answered these questions and discussed the results of SpeedyCloud’s survey.
19th Cloud Expo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterpri...
To leverage Continuous Delivery, enterprises must consider impacts that span functional silos, as well as applications that touch older, slower moving components. Managing the many dependencies can cause slowdowns. See how to achieve continuous delivery in the enterprise.
Actian Corporation has announced the latest version of the Actian Vector in Hadoop (VectorH) database, generally available at the end of July. VectorH is based on the same query engine that powers Actian Vector, which recently doubled the TPC-H benchmark record for non-clustered systems at the 3000GB scale factor (see tpc.org/3323). The ability to easily ingest information from different data sources and rapidly develop queries to make better business decisions is becoming increasingly importan...
Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more business becomes digital the more stakeholders are interested in this data including how it relates to business. Some of these people have never used a monitoring tool before. They have a question on their mind like “How is my application doing” but no id...
Kubernetes, Docker and containers are changing the world, and how companies are deploying their software and running their infrastructure. With the shift in how applications are built and deployed, new challenges must be solved. In his session at @DevOpsSummit at19th Cloud Expo, Sebastian Scheele, co-founder of Loodse, will discuss the implications of containerized applications/infrastructures and their impact on the enterprise. In a real world example based on Kubernetes, he will show how to ...
SYS-CON Events announced today that Venafi, the Immune System for the Internet™ and the leading provider of Next Generation Trust Protection, will exhibit at @DevOpsSummit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Venafi is the Immune System for the Internet™ that protects the foundation of all cybersecurity – cryptographic keys and digital certificates – so they can’t be misused by bad guys in attacks...