Test and control in digital media has largely been impossible because of the fragmentation of media consumption across multiple devices; meaning the margin of error has been higher than the performance claimed.
A persistent ID driven map will allow advertisers to keep their test and control clean, so results are accurate. The big agency groups are all moving towards this by building their own, but I’m happy to say that Conversant has been running and perfecting our own for nigh on a decade.
Conversant is the leader in personalised digital marketing, transforming the industry through cutting-edge technology, bold creative and a staggering amount of data. Its roster of 4,000 clients includes 400+ blue chip brands and 65 of the Internet Retailer Top 100. Coupled with the world’s largest affiliate marketing network, CJ Affiliate, they drive incremental sales better than anyone. Conversant is a division of Epsilon, the global leader in creating customer connections that build brand and business equity.
For more information, please visit conversantmedia.eu