Attain, a leading permissioned commerce data platform, has announced a groundbreaking partnership with Magnite, the world’s largest independent sell-side advertising company, to revolutionize video ad measurement. This collaboration aims to enable advertisers to effectively measure lower-funnel sales outcomes in real-time tied to premium online video (OLV) and streaming video ad buys. The new capabilities will initially be available to clients utilizing Magnite’s ClearLine offering, with plans to expand to more clients in the future.
Historically, video has been considered a brand awareness medium due to challenges in connecting ad spend to performance metrics like sales. However, this partnership between Attain and Magnite aims to change that by allowing advertisers to correlate their OLV and connected TV (CTV) ad spend to performance metrics using Attain’s real-time commerce data.
The partnership has garnered enthusiasm from industry players who believe it will transform how campaign performance is measured and enhance the ability to prove value to brands. With Attain and Magnite’s expertise, we are confident in our ability to prove video’s capacity and opportunity as a performance medium, which will yield significant benefits to our clients’ businesses as well as our own, said Sam Bloom, CEO of Camelot Strategic Marketing & Media.
Attain’s consumer purchase panel, which tracks over $500 million of purchase data daily, provides a holistic view of consumer spending across all verticals and merchants. This data, combined with Magnite’s technologies, allows for real-time measurement of conversion rate, return on ad spend (ROAS), and incremental sales lift. It empowers advertisers to optimize their campaigns and maximize results, ultimately driving business growth.
Kristen Williams, SVP of Partnerships at Magnite, highlighted the opportunities introduced by this partnership: Combining the engaging, impactful experience of video with data-driven measurement backed by real-time permissioned purchase data introduces powerful opportunities for advertisers to optimize their campaigns and track ROAS.
Attain’s CEO, Brian Mandelbaum, emphasized the mission-driven nature of the partnership, stating, With our real-time measurement capabilities and ClearLine’s best-in-class route to premium video inventory, advertisers will be able to better understand the impact of their campaigns with close proximity to supply. This understanding will enable marketers to refine their approach and drive better outcomes.
Attain, powered by various data sources like financial services apps, retail loyalty account linking, receipt capture, and survey results, is committed to providing marketers with access to first-party permissioned commerce data. The partnership with Magnite further strengthens their ability to empower brands and advertisers with valuable insights.
In summary, this collaboration between Attain and Magnite aims to revolutionize video ad measurement, allowing advertisers to effectively measure lower-funnel sales outcomes in real-time. By correlating ad spend with performance metrics using Attain’s real-time commerce data, advertisers can optimize their campaigns and capitalize on consumer attention, driving superior results for brands and publishers alike.
